4.10.19 WaterAid

The WaterAid advert notes:

  • we as an audience expect to be seeing women and children carrying large amounts of water for many miles from their home.
  • We are expecting to see poor people with flies in their eyes.




Analysis


Camera movement

Mise en scene: props

Representations


Representation of ‘Africa’


Representation of teenagers

Word list


Proairetic code
Hermeneutic code
Referential code/intertextuality  
Dominant ideology

Anchorage
Conflict
Representation

Challenging
Subverts
Identity


Analysis
The establishing shot of the radio is unconventional and this is because no adverts start off with the first shot being just a radio in the window, this radio also creates a binary opposition between Africa and the British audiences as the radio connotes how in Britain we have varied technological advances and in the plains of Africa even though they don't, they are still happy and this goes against the stereotype that the people in Africa are less civilised and are worse off than us. The atmos is of rain at first then transitions into the sound of crickets which symbolises how Africa is beautiful and lively. The second shot mis en scene is of a sunny, tall grass surrounded Africa in golden lighting which .
From the very first scene the audience are being positioned as being British as well as having an informal mode of address through the use of close ups and long shots making the audience feel like they are there with her. 


 The next scene is a close up of Claudia's shoes and feet as she is walking to her village and this unconventional as many adverts feature the people having bare feet because the producer wants the audience to feel sorry for these people but in this shot claudia is singing while walking in her 'nice' shoes. The lexis in this scene is unconventional as she is singing in English a well known pop song and this is unconventional as many adverts don't have the people taking but just sat back crying with flies all around them. The costume in this advert shows Claudia wearing a skirt and a polo shirt and these are normal and unlike any other costumes in charity adverts as the people are normally sitting around helplessly wearing tribal dress or even clothes that are just ridiculously torn and ruined. The audience can also then relate to Claudia as she looks just like a normal British teen who is going about her daily life. The hermeneutic code is shown when Claudia is walking along the dusty road with her bucket and then the audience would be thinking about where she is going and why she might need the bucket. 

 The uses and gratifications are presented in this advert as the lighting makes the audience feel the sense of escapism as well as being informed about Africa and how the people who live there live their daily lives. 
Representation
In this advert women are presented as strong and outgoing as its only women shown to be collecting the water and they are shown as fun when at the end of the advert all the women are singing along and laughing at the water pump. The producer represents the women like this to emphasis how WaterAid has helped the and that they can now enjoy life because they have access to clean water. Women are also represented as according to the male gaze theory, men would be being appealed to as they are young and traditionally beautiful African women and they are helping their families by going to get this water. 


























Challenging
Subverts
Identity

Comments

Post a Comment

Popular posts from this blog

Radio- introduction

The Radio component is based purely on industry and audience. Late night woman's hour: Modern themes Late night meaning that it isn't like safe for work hours 11-12 pm Loren Laverne Younger hosts and female panelists Patriarchy- men are in power and they kind of make the rules but this radio show is aimed at just women They have different topics every week  Questions and first listen Who is the target audience for this programme?(age, gender, socio-economic status etc.) The target audience is older than my demographic so its kind of for young adults aged round 20-40 year olds with specialised talks aimed at niche groups also. Women is obviously the idea listener but there is no way anyone would stop a man listening to it. Educated women are the quests and everyday women are the listeners and these days most women have had higher education such as university. How does it reach this target audience? (Consider guests, themes etc.) I think it reaches its target audience through not
Read more

23.9.19 Tide Advert 1950

Image
Facts This product was launched by Procter and Gamble and soon became a brand leader. 1946 character called 'the housewife' customer had high hopes for the brand  The advert uses the z line theory as the audience would read the text then look at the woman and finally they would look at the cartoon. The colours show a kind of patriotism as the American flag has red white and blue. The red suggests how the woman 'loves' this product. the mode of address for this ad is through many things such as the characters dress or the bold colours that are used or even the repeated 'w' sound. The advert has love hearts over the top of the characters head suggesting that she feels so strongly a feeling love toward the product. the advert is specifically talk to women as an audience as the advert literally says that its what women want. LANGUAGE The target audience is suggested to be enthused about the product as they use an exclamation mark at the end of the headi
Read more

formation:context

Image
The use of bricolage Bricolage is a media product that combines lots of different elements form different time perods and styles. so in the fomation music video there are elements of 80's styles like when beonce is wearing the fur coat and has cornrows as this was a popular style aoped by many rappers and artists at the time. by using bricolage beyonce presents a specific meaning to the audience that her music and the meaning of her music will still be relevent to future generations so to show this she used elements of other times. The future will still hold inequality between races as this music video will continue to show the way in which society deals with thse issues and highlights the difficulties faced by many communities with in america. This scene references times were slavery was widely used through out america and this is a powerful scene because it has put black women in the seats of the rich who were the ones to use slaves. the costume is very lacy as the lace trade
Read more