Save the children

Save The Children Advertisement


Narrative: 'Most shocking second a day' - it shows the highlight of each day.

Audience: Middle aged working class -it targets the middle age working class as they have kids and this could emotionally effect more.


Media Language

Close ups: The whole advertisement is a close up of her face - some close ups in Water Aid and had long/wide shots. The close ups show her emotions and feelings  as it's based on her story whereas Claudia's story was about her and the community. Towards the end, the solider was puling her cheek and she did't seem happy, her facial expressions displayed the problem still wasn't solved. That action is seen to be done stereotypically by your Grandma (related family) the irony is that she doesn't have any family left. The solider isn't represented in a positive light as her facial expressions don't connote happiness or joy.

Camera Lighting: Throughout the advertisement, the lighting gradually gets darker and colder (linked to binary oppositions)

Editing: The camera shots/movements hit you every second of her day. You can easily notice the cuts in between shots which can suggest a rocky tense mood/feeling.

Sound effects/audio: The audio gives a sense of reality (sirens, sneezing, bombs, gun shots). It mentally affects the audience.

Setting: Establishing shot: The opening shot shows a white British 'happy' family singing happy birthday to her young daughter. It shows homely modern home with a bookcase and radio. In the background of some her shots - there was signs displaying danger "DANGER, WRONG WAY, TURN BACK".


Theory

Binary oppositions: Light vs. Dark

WaterAid

WaterAid Advert - Claudia : Sunshine on a rainy day


The advert is seen as unconventional as normally the advert would use negative images and messages to make the audience feel guilt. Whereas, this advert uses positive images and uses the motif of sunlight which connotes positivity. The main message of the advert is to appreciate what you have as others, may not have it and may still need your help.
Africa is represented at the start of the advert to be poor but throughout the advert, it shows the community have been helped and are happy that they have clean water. However, Britain is shown to be ungrateful as the stereotype of the UK is that it rains all the time and we take it for granted but Africa doesn't receive much water as they go through drought normally.




Media language

 Camera shots/movements: The use a wide shot in a corn, helps highlight her loneliness as she’s seen in an isolated location. The use of a close up as she’s singing, helps show her emotions to make the audience feel a connection with Claudia.

Lighting/The use of colour: The lighting is a warm yellow which links to the thought of sun and positively. The use of colour creates positivity with bright – pastel coloured water buckets.

Sound: The female ‘Claudia’ is singing “Sunshine on a rainy day” this suggest her and her community are happy as they have received help and shows she is grateful for her clean water.

Props/costume: Her costume is quite ragged but it is expected by the audience as they’re African and they have stereotypes because from the start of the advert it connotes poverty as Claudia is seen going to collect some water.

Techniques

Information: “Text SUNNY to 70555 to give £3 today to help reach more people like Claudia”

“650 million people still don’t have access to clean drinking water”

The use of negative language “still don’t” contradicts the advert as more people still needs help. It shows how they could be happy and that’s where guilt comes in as they aren’t all like Claudia. 

Target audience: middle aged people

We know this by the establishing shot of a radio in a kitchen.

The iconography of the audience is seen as they have plants, books and a radio playing the weather, this shows the audience takes it for granted and doesn’t appreciate it.

Binary oppositions

Britain vs. Africa

They are two contrasting countries as Britain takes water for granted whereas in Africa they don’t receive enough of it.

 It is similar to wet vs. dry as it shows the establishing shot of rain in Britain vs. the dry crops in Africa.