06.11
berger suggests that an advert functions by selling the audience a lifestyle
the lifestyle offered by the wateraid advert is helping people by donating - philamprothist
-being able to help people like claudia
being positioned as kind, helpful, philamprothist - assumes we are from richer countries (with the scene first set in the uk)
positioned as british
when we donate, if we help people, we can brag about it
paul gilroy
- in his book 'ain't no black in the union jack' - 1987 - he explored the anxiety and uncertainty left in th euk following the death of colonialism
-though the british empire has collapsed gilroy argues that we still uphold many subtle racial prejudices with are ideologically encoded in media products
- for gilroy, we are now living in a postcolonial era where black and white represent a blunt and ideologically manipulative binary
we still see hints of colonial attitudes - white considered to better than other races
the secret of england's greatness - white mans burden - "african people were stupid, uncivilised and couldn't look after themselves so they believed them (white people) would have to take care of them, better off enslaved"
banner advert
EXAMPLE OF shallow depth of field - one thing in focus
ragged clothes
pathetic and needing help - bucket of water on her head, anchored to believe this because sweat on her head - she is working hard - we dont expect 6 y/os to work hard
nany - old fashioned, posh english name - she is relatable to the TA- not so different but being reinforced at different
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