Wateraid advert

tracking shot = when the camera follows someone

 WaterAid advert = 
- high key lighting - represents hope 

- focuses on tap and sun to emphasise how special they are and how much they can impact the people like Claudia 
- low angle tracking shot to follow her
- much different to other charity adverts - more joyful and uplifting
- Close ups of face singing
- Slow motion shots to emphasise the importance of water
- low range shot of shoes
- initial tracking shot symbolises their lack of wealth as it follows Claudia as she collects water 
- African people are represented as cheerful, happy and carefree example of positive representation yet also stereotypical 
- Binary opposition of rainy, miserable England and colourful, cheerful Africa 
- Atypical representation of Africa
- Audiences now desensitised to charity adverts - The Claudia advert represents a resolutely positive ideology to it's target audience
- mid shot with Claudia walking in to camera is framed by a dusty, empty landscape. Connotative of bleakness and emptiness
- costume - colourful costumes with particular emphasis on bright yellows and pinks. Associations with happiness and positivity
- polysemic readings of this advert both bleak and depressing but also hopeful and uplifting 
- young, working class black woman. Non-stereotypical representation of a sixteen year old girl
- Also non-stereotypical representation of black teenager - normally a stereotypical view of black teenagers is that they are normally involved within crime. Claudia is positive!
- Low Close up tracking shot of Claudia's feet establishes that she must walk far to collect water -  Positions the audience literally in Claudia's shoes allowing the audience to empathise with her.
- Claudia is singing an upbeat, catchy and positive song. As she reaches the village, all the village people joins in this song in chorus. Symbolises community and friendship. 

Wateraid said that it had "deliberately broken away from the traditional charity ad formula" in response to the publics desensitisation to tradition fundraising tactics. The stereotypical 'victim' needing our help is an archetype with which the audience would be familiar from many other charity adverts." 

- An archetype is a type of character who reoccurs repeatedly.


















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