Sound:


- Main character starts off by singing alone, more and more people join in.

- Atmospheric noise, crickets, news, sounds of rain etc.

- "Make me feel, make me feel like I belong." - A mainstream song that will grab the audience's attention, this in turn makes the message more emphasised.


Representation:

- Traditional UK living room.

- Raining (UK Weather stereotype)

- Shows the contrast of appreciation of rain/water, people despise or don't care about the rain in the UK while in Africa it is appreciated more because of how 'scarce' it is.


Lighting:

- Blue, cold and gloomy in the UK.

- Gradually turns warm and orange-like.

- Binary opposites.


Technical Codes:

- Starts off dark with mostly cold colours, then changes to bright warm colours.

- Just women (gender stereotype)


How is the UK represented in the advert?

The UK is represented as a rainy, fairly advanced place with easier to access resources.

Who are the target audience? How can you tell?

Middle class people, or at least people with money.

How is the landscape of Africa represented in the advert?

Rural with scarce resources, lack of rain, harder to access the resources.

How are the people in Africa represented in the advert? Focus on the main character as well as other people you see.

Quite happy and content, singing (Maybe to distract themselves from the length of the walk)


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.

That less fortunate people have to walk for hours to get the resources you take for granted, tries to make the audience feel sorry for them while not following the 'unhappy African with a horrible life' narrative.


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. Water Aids's previous campaign is good for a comparison too.


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