Water Aid; Paper 1 Audiovisual

Water Aid; Paper 1 Audiovisual 

Opening Scene;

• First shot is an establishing shot of a Western house.
• Rain on the window 
• Middle class
•  The audio of the radio in the house is ; "Heavy showers expected over the next few days"
• Lighting is cold toned , blue/grey
• The radio in the opening shot contrasts to the rest of the advert.
• Claudia's singing juxtaposes the digital diegetic sound from the radio.
• This maximises positive effect in the African scenes.
• MANIPULATES WITH POSITIVITY 

African Scenes;

• Warm toned lighting
• Emotive 
• Brightly coloured dress on Claudia
• Targets middle aged western audience
• The song is recognisable to the "older" audience- makes the audience relate to her
• Framing of her shows connection. MODE OF ADDRESS 
• Manipulates audience in a positive way
• Not a smooth steady shot, makes it seem like we are walking with/ alongside her 
• Boy playing with a toy, rejects the generic conventions of a charity ad.
• The children could be in school uniform, could suggest that because they have water, their life is better with things such as education.
• close up of 3 girls smiling, shows the effect that water could have.
• The audience only get one piece of text/information in the whole advert. 
• The audience is an active spectator.- Doesn't passively accept the information.
• This could have an opposite effect.
• The audience become personal with the protagonist because she is given a name; Claudia.

Theory;

Binary opposites; 
Western culture vs African culture 
Rain vs Sun
Positivity vs Negativity 
Warm toned lighting vs Cold toned lighting.

Gerbner- Cultivation Theory;
The ideology that when exposed to a certain view or opinion, your view will grow over time either positively or negatively. The audience can either grow with emotion or loose emotion. This is applicable as charity ads could provoke an idea of boredom towards them.

Compare the representations of gender and ethnicity Beyonce's Run the world and the video for Dizzee Rascal’s Dream.

Both Beyonce and Dizzee Rascal convey their messages and ideologies through the narrative structure of their music videos. In the video, "Run The World", Beyonce portrays a feminist ideology through the lyrics and mise-en-scene. The video is predominately based in a post apocalyptic world where women are presented as powerful and superior to the man. This goes against to the generic conventions of women in the media. The demographic are shown this in various scenes , such as the wide-shot of Beyonce holding 2 hyaenas on chains, this conveys the idea women being superior as the animals in the scene could be iconography of the males sex. The chains that are attached to the hyaenas represent how the power over women has been flipped to the power of men. ( Feminist theory; Bell Hook.).

In the video, "Dream", Dizzee Rascal conveys the narrative of a young, black males journey in a white-dominated musical industry. Throughout the duration of the video, Dizzee is presented as the toy Jack-In-The-Box, this could represent how his talent was suppressed into a specific type of music,  shown as the box, and every now and then he was aloud to come out of the box for a certain space of time. However, Dizzee was always placed back in the "box" and suppressed again. The rest of the characters are portrayed as puppets on strings, showing the power that the predominately white government have.

Case Study; "Dream" Dizzy Rascal

Case Study; "Dream" Dizzy Rascal

 

• Woman at the piano represents middle class, white socialist Britain.
• Video could be perceived as Dizzy making a mockery of himself.
• The Grime community disowned him because he was a "sell-out" and now he has become more of a pop artist.
• The woman's facial expressions represent how Dizzy is breaking away from the stereotypical hegemony of black, grime artists and even black males. She seems confused and even a little startled, almost like the doesn't want to know what's going on (Refer back to white , upper class views)
• The song "Happy talk" is being played over "Dream"- INTERTEXUAALITY
• Woman at the piano used to be a children's presenter on a show that is set out exactly like the mis-en-scene of the video.-INTERTEXUAALITY
• Dizzy is portraying how rebellious he can be by climbing out of the "Box" he was placed in.
• Dizzy is also the only character that doesn't have strings or even look like the puppets.
• The video reinforces the narrative of the lyrics.
• The video can be perceived that

Faye's media poster and trailer "The Hidden"