WaterAid

Question 1

Context: Genre

Answer 1

many charities used shock tactics to elicit a response: Children in Need and Comic Relief:

use highly emotive and guilt laden films to encourage donations
‘poverty porn’
African victim VS white saviour

Question 2

ML; E and PC Theory

Answer 2

• ‘us’ helping ‘them’
• song is British, our culture entering into theirs.
• our donations make them happy, struggle is positioning them as inferior
• 650 million generalised comment on issues, however Claudia brings a more personal relationship

Question 3

ML: strengths/limits of PC theory

Answer 3

using Zoe breaks down barriers and unites us as equals
- diegetic singing and smiley optimistic facial expression, slow paced shows with straight cuts, close cup, we focus on her experience, creating empathy

claudia has a vouice, she does not need. non-digestic narrator to tell it for her

Question 4

ML: juxtaposition

Answer 4

we as British are miserable, drawing upon the negatives of our culture. close up and soft focus on rain, ‘persistent rain’, negativity, blue and grey wash, bleak and depression.
pull focus and amplified sound
compared to brightness

Question 5

a: target demographics

Answer 5

• british
• mass
• diff ages and life situations
• youth and parents
• nostalgia of song, more affluent demographics to be targetted
• use of text to donate, youtube
• hashtag share sunshine targets youth

Question 6

a: gebner’s cultivation

Answer 6

highly emotive guilt laden ‘poverty porn’, conventions that the audience have become immune to, cultivate clear audience positioning

however, unconventional positive visual and audio codes targets women in different ways USP!