Water Aid - C1 Flashcards
When was Water Aid established?
1981
Who is the protagonist of the advert?
16 year-old Zambian student Claudia
Who created the advert?
Atomic London
Who is the patron of Water Aid?
Prince Charles
When was the advert released?
October 2016
When was Bandaid’s ‘Do They Know It’s Christmas?’ released?
1984
What can be seen as
unconventional of this advertising sub-genre?
Lack a non-diegetic voiceover, melancholic audio codes and black and white visual codes
What binary oppositions are created?
Sun and rain
water and no water
washed out colour and vibrant colour
Britain and Africa
What does Claudia’s dress code tell the audience?
The dress codes of the advert’s main female character includes a stereotypical knee-length skirt and pink colour palette in both her top and shoes.
How can you apply David Gauntlett’s theory of identity to the advert?
Claudia acts as a role model for the type of lifestyle
changes that the audience could be responsible
for creating if they donate to Water Aid.
How does Claudia subvert stereotypes? (Van Zoonen)
She isn’t objectified and instead is shown to be a strong female protagonist that subverts typical women roles
How many times was the advert viewed on YouTube?
in December 2016, this advert had been viewed about 47 000 times on Water Aid’s YouTube channel
What does the advert’s cover of Zoe’s 1990 song ‘Sunshine On A Rainy Day’ say about the target audience?
Probably in their 30s-40s as offers nostalgia
What is the title of the advert?
Rain for Good
what are the charity’s aims?
To provide clean water, sanitation, and water hygiene.
How many countries does Water Aid work in?
37
When was Live Aid?
1985
Why does the advert use positive imagery?
Because audiences would be over familiar with the negative conventions of charity adverts and therefore be inoculated against them.
How does the advert uphold conventions of a charity advert?
- key information about the concern
- a personalised narrative
- a direct appeal to the audience for money.
How does the advert subvert conventions of a charity advert?
- lacks a non-diegetic voiceover
- lacks melancholic audio codes
- lacks black and white visual codes
How can Barthes’ theory of semiotics be applied to the advert?
hermeneutic code - low angle of Claudia’s feet
proairetic code - the information graphic
symbolic code - drought ridden Africa
How can Gilroy’s theory of postcolonialism be applied to the advert?
media texts reinforce colonial power as Water Aid is encouraging its British audience to help those like Claudia who live in less developed countries.
Who is the target audience of the advert?
- literate with technology as that donations are encouraged through text and the YouTube page
- cover of Zoe’s 1990 song Sunshine On A Rainy Day indicates that the target audience are in their 30s–40s as it is nostalgic
- Parents may feel protective over Claudia
- Socioeconomic ABC1
