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.