23.10

 wateraid advert: charity advert

what is the purpose of a charity advert? To raise awareness of the cause/issue/problem in society , also raise money for the charity
how do they work? makes the audience feel sympathetic, raise awareness 
what mode of address do they take? direct address, sense of sympathy
what conventions do they demonstrate? 
how to they position the audience? directly with the person who needs our sympathy

-manipulative, guilt tripping
-show the charity's name, logo
- sad, depressing
-typically positioned in an uncomfortable mode of address

nspcc ad
-direct mode of address and lexis - you, we
-words like hope stood out in green on the screen - binary opposition of monochromatic video and coloured words 
-mise-en-scene of the grey setting creates a dark and depressing atmosphere for the audience
-slow paced editing- adds more time to look at sad children
-fades out/dissolves editing
- uncomfortable and depressing
-high angle mid shot, boy looking at the audience - positioned as the abuser , boy is hiding from us - makes the audience feel guilty- if you do not donate you are as bad as a child abuser
-charity adverts are often extremely controversial - the end justifies the means
- polysemy  - are victims of child abuse out there that this advert may go too far & trigger them
-charity adverts almost exclusively target working class audience
-also target audience of old people (ad showed on daytime tv)
- slow, sad music
-desensitisation - seen a lot of times, as time went on people donated less and less
-actors used to protect identities - a construction of reality 




  • What groups are being represented in this advert? babies, mothers?
  • How is this representation constructed using media language? "a baby like" any baby could be like the one shown
  • What messages are presented about this societal group? vunerable
  • In what ways might this advert impact the group being represented? more healthcare in remote areas, 





The charity Water Aid was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. It now works with organisations in 37 African, Asian and Central American countries plus the Pacific region. Since1991 its patron has been Prince Charles.

Created by Atomic London in October 2016, this advert (titled Rain For Good) stars 16 year-old Zambian student Claudia and aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry.






- binary opposition of the shot of a rainy day in england (stereotypically rainy day) and the shot to Zambia, which is dry and sunny (also a stereotypical representation of africa as a whole (though zambia is a semi dry to semi humid country)
- stereotypical representation of africa in terms of poverty


-mise-en-scene of what the charity has already done - water for women in africa to wash and clean themselves and clothes with - hope for the women represented in the advert and affirmation it is a good cause

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