Water Aid - C1

Question 1

When was Water Aid established?

Answer 1

1981

Question 2

Who is the protagonist of the advert?

Answer 2

16 year-old Zambian student Claudia

Question 3

Who created the advert?

Answer 3

Atomic London

Question 4

Who is the patron of Water Aid?

Answer 4

Prince Charles

Question 5

When was the advert released?

Answer 5

October 2016

Question 6

When was Bandaid’s ‘Do They Know It’s Christmas?’ released?

Answer 6

1984

Question 7

What can be seen as

unconventional of this advertising sub-genre?

Answer 7

Lack a non-diegetic voiceover, melancholic audio codes and black and white visual codes

Question 8

What binary oppositions are created?

Answer 8

Sun and rain
water and no water
washed out colour and vibrant colour
Britain and Africa

Question 9

What does Claudia’s dress code tell the audience?

Answer 9

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.

Question 10

How can you apply David Gauntlett’s theory of identity to the advert?

Answer 10

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.

Question 11

How does Claudia subvert stereotypes? (Van Zoonen)

Answer 11

She isn’t objectified and instead is shown to be a strong female protagonist that subverts typical women roles

Question 12

How many times was the advert viewed on YouTube?

Answer 12

in December 2016, this advert had been viewed about 47 000 times on Water Aid’s YouTube channel

Question 13

What does the advert’s cover of Zoe’s 1990 song ‘Sunshine On A Rainy Day’ say about the target audience?

Answer 13

Probably in their 30s-40s as offers nostalgia

Question 14

What is the title of the advert?

Answer 14

Rain for Good

Question 15

what are the charity’s aims?

Answer 15

To provide clean water, sanitation, and water hygiene.

Question 16

How many countries does Water Aid work in?

Answer 16

37

Question 17

When was Live Aid?

Answer 17

1985

Question 18

Why does the advert use positive imagery?

Answer 18

Because audiences would be over familiar with the negative conventions of charity adverts and therefore be inoculated against them.

Question 19

How does the advert uphold conventions of a charity advert?

Answer 19

• key information about the concern
• a personalised narrative
• a direct appeal to the audience for money.

Question 20

How does the advert subvert conventions of a charity advert?

Answer 20

• lacks a non-diegetic voiceover
• lacks melancholic audio codes
• lacks black and white visual codes

Question 21

How can Barthes’ theory of semiotics be applied to the advert?

Answer 21

hermeneutic code - low angle of Claudia’s feet
proairetic code - the information graphic
symbolic code - drought ridden Africa

Question 22

How can Gilroy’s theory of postcolonialism be applied to the advert?

Answer 22

media texts reinforce colonial power as Water Aid is encouraging its British audience to help those like Claudia who live in less developed countries.

Question 23

Who is the target audience of the advert?

Answer 23

• 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