Wateraid Advert

How is the UK represented?

During this advert, the UK is represented quite negatively, even though we are only shown around one second of the UK at the beginning of the advert. During this small scene, we are already introduced to a number of things, including who the target audience of the advert is (middle-class people) and also giving us the message (from the sound bridge introduced) that we complain about things that people around the world would sometimes wish for, shown through the rain followed by the images of a setting that is in drought. This shows that even though the UK is represented negatively by the scene we are shown, that the UK isn't as bad compared to other situations, even though the situation in Africa is shown as quite positive for what the advert is meant to be about.

Who is the target audience? How can you tell?

The target audience looks to be a middle-class audience, which is shown through the beginning scene of what we presume to be the UK. In this scene, we can tell that the location isn't in the main city, suggesting a small village, as we can see the garden in the background where the window is. We know that this advert isn't aimed towards a younger audience due to the radio used in the shot, but this also suggests this isn't an advert targeted towards elderly people, leading us to believe that it's aimed at an older and middle-class audience.

How is the landscape of Africa represented in the advert? Focus on the main character as well as other people you see

During this advert, the landscape of Africa contrasts the small insight we are given about the UK, using binary opposites to display the difference in the environment. After the sound bridge, we are shown the very dry crops and grasslands, contrasting the initial scene we are shown in the first few seconds. For an advert that is meant to be about people having a lack of water, it demonstrated quite a positive feeling throughout the advert, with the use of warm lighting and the constantly changing colour scheme. This view of Africa both subverts and reinforces stereotypes of the country, as even though the colourful imagery generates a positive feeling from the advert, the premise of the advert shows the stereotypical view of Africa that most people believe. 

The people in the advert represent the community feel that happens in the country. At the beginning of the advert, the girl is shown to be walking by herself and singing, however as the advert progresses we see more people joining her as the images get brighter and the sound gets louder, showing the community coming together at the water pump. This could represent that the community comes together for this activity, giving a positive connotation to an otherwise sad advert.

What is the central message of the advert and how does it achieve this? Look at techniques to appeal to the audience and the technical codes used.

The central message of this advert is that not everyone has access to clean water, and by donating to WaterAid you can make everyone who doesn't have access to this as happy as the people who appear in the advert. The way they achieve this is the fact that the message of the advert isn't shown until almost at the end. This helps people be drawn into the advert rather than the main statistics being show at the beginning as it shows what the donation can give to people, before actually displaying the facts about how many people don't actually have access to this necessity. 

The way they have made the advert happy instead of a traditional story to make us feel empathy towards the people also persuaded the audience to donate more than they would before. This is used effectively because people would want to make everyone who doesn't have access to water feel like the people represented in the advert, so they will want to donate money to the cause.

Does the advert follow or subvert the conventions of the charity advert genre? Compare with other adverts you have seen which focus on negative emotions and representations and focus on a narrative of a victim that need saving. 

The advert definitely subverts the stereotypes of a typical charity advert, because, compared to other adverts like 'Save the Children', they decided to focus on a happier tone with warmer lighting, whereas other advert uses a traditional story to make us feel guilt and empathy, which creates an upsetting tone whilst the advert uses cool lighting. Both of these types of adverts work effectively in drawing the audience in, however most of them are very similar to each other, whilst this advert is very different in how its being presented to the audience. This change in tone may persuade people more to donate as it can change their perspective on charity adverts and their messages, as when they view the other types of adverts, they immediately know what it is going to be about, which may stop them from viewing it and donating.