Water Aid Advert: Claudia sings sunshine on a rainy day
Water Aid context
Established in 1981 as a response to the United Nations campaign for clean water, sanitisation, British advert primarily aimed at British people. Set in Zambia.
Closeups positions us directly with her. The use of extreme closeups is to make us like or dislike something and here it is used to make us like her.
Shot with lots of buckets shows just how much they need - surrounding one fountain. Lots of work needs to be done to get them the water they need.
Bright pink flowers vs dull pink shoes.
Positive compared to other charity adverts - progress and positivity.
They are grateful and joyful for the resources they have been given from Britain.
Advert:
Preferred - Sympathetic to those in poverty/those in need in Africa. Get them to donate.
Dominant -
Opposition - Disrespecting African people by stereotyping them as poor and impoverished. Romanticising poverty. Stereotyping black people as happy and able to put up with harsh conditions with just a bit of help from white people. Presents it as a single country where everything is that way. Using English culture (song and language) instead of African to make it more relatable to English people. Hate the children singing.
Negotiative -
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Water Aid context
Established in 1981 as a response to the United Nations campaign for clean water, sanitisation, British advert primarily aimed at British people. Set in Zambia.
Closeups positions us directly with her. The use of extreme closeups is to make us like or dislike something and here it is used to make us like her.
Shot with lots of buckets shows just how much they need - surrounding one fountain. Lots of work needs to be done to get them the water they need.
Bright pink flowers vs dull pink shoes.
Positive compared to other charity adverts - progress and positivity.
They are grateful and joyful for the resources they have been given from Britain.
Advert:
Preferred - Sympathetic to those in poverty/those in need in Africa. Get them to donate.
Dominant -
Opposition - Disrespecting African people by stereotyping them as poor and impoverished. Romanticising poverty. Stereotyping black people as happy and able to put up with harsh conditions with just a bit of help from white people. Presents it as a single country where everything is that way. Using English culture (song and language) instead of African to make it more relatable to English people. Hate the children singing.
Negotiative -
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