WaterAid

Compare how audiences are positioned by the representations in this WaterAid advertisement and the WaterAid advertisement you have studied

The first advert was “Claudia sings on a rainy day”, which was one of the most unusual adverts by WaterAid, as it's presented as less depressing. The message portrayed, emphasis Claudia's lifestyle with water, which gives a direct appeal to the audience. The purpose of this advert is to encourage the audience to donate money in order to prevent the suffering in a third world country. Additionally, the strategy used showcases the benefits to Claudia, therefore allowing inferiors to fund by donations.

The advert aims to include information of the concern by using a personalised narrative which the information is relevant and a direct appeal to the audience for money, However, the advert lacks non-diegetic voiceover which could be seen as unconventional of the adverts genre. Furthermore, the opening medium shot between the radio and the rain against the window creates the advert in a typical setting in Britain, which is also modern. This is easily noticeable due to the British accent voiceover. The scene that follows after the rainy day implies that they are filmed in an unnamed African country. This allows the audience to visualise a contrast between two different situations. The British complain about the rainy weather, well as the Africans travel miles for a bucket of water. The visual and audio codes are fitted well together to build the narrative of sunshine in Africa and a rainy day in Britain, including the allied problems.

Ronald Barthes theory of semiotics can be applied to the advert as it creates suspense through the use of slow-motion and low tracking shot of Claudia’s feet and the bucket. At this point of the advert, it does not reveal the children fetching water from a well, as it shows Claudia carrying a bucket, which provides viewers the clear idea and aim of the advert. Additionally, Claude Levi Strauss theory of binary opposites can be adapted to the advert. The title line “sunshine on rainy day” is represented through shots of children running and playing. Further conceptual binary opposite has been used between Claudia’s positive story and the other of less fortunate people.

On the other hand, the “No choice” advert can be contrasted with the sunshine advert. The advert if from a point of view of a needy child, who is slowly dying from dehydration and lack of clean water. This is shown by the needy child drinking the dirty water in a gloomy manner. This creates sympathy towards the child, hence influencing viewers to donate money. The advert emphasises the suffering of its main character in a more emotive way, which is a typical strategy used for many of the WaterAid adverts.

However, both adverts position young people, creating an emotional impact on the audience. As well as, both adverts build a representation of Britain as a developed, wealthy country. The Radio presented in “Sunshine WaterAid” which the British accent and “You can make a difference in the other text” in the other advert. Another difference is, “Sunshine” uses a positive illustration, as it shows the girl after the money has been donated and showing a positive change, possibly in her future lifestyle. But the “No choice “ advert uses sympathetic images and visuals to demonstrate the reality of the current situation, and clearly stating the solution is by donating.