Charity Advertising - Wateraid

Charity Advertising:

• The purpose of them is to raise money for their cause
• They emotionally manipulate you into donating
• Direct mode of Address
• Conventions in an advert include showing distressing scenes
• Statistics of bad things
• A specific request for donation
• Directly positioned in the advert

NSPCC Advert:

• Adverts like this are normally shown on daytime television because it is much cheaper
• One of the primary audiences is old people, women, and unemployed/underemployed
• Sound effects of baby crying over soft, sad music
• Black and white colours connotes sadness
• Little stories and the victims are named to make them seem more human
• The group represented are children and they are represented as victims which is quite stereotypical
• Builds up the assumption that if we don't donate then these children don't get help
• We are being positioned as the abuser

Barnado's Advert:

• Cockroach in baby's mouth symbolises poverty
• The cockroach makes the audience feel bad
• Babies in poverty don't get silver spoons instead they get cockroaches
• This image creates the question of "Why is no one helping the baby?"

WaterAid TV Advert:

The established shot is England where it's raining which we can tell by the rain drops on the window whereas the image below is Zambia which is dry with no rain. This creates a binary opposition between the two images. 

The colour contrast between the start of the advert and top image. The start of the advert has very bland colours whereas the top shot has all kinds of bright colours like pink, blue, green for example. At the start of the advert she is alone with the stark contrast to the image where she is with others.

• This is an unconventional charity advert 

• Proairetic code of her smiling showing she is happy with them getting water 

• Hermeneutic code answered because this shows that money being donated is helping 

• Symbolic code of the song she is singing connotes positivity and happiness

• Atypical/non stereotypical representation of an African person 

• Her singing in english appeals to an english audience and they are far more likely to identify with her

• The mise en scene of running water at the end is showing progression and establishes the idea of positivity 

• The buckets being colourful anchors the audience that this is a positive advert because of the bright colours

• The people are shown smiling connoting positivity

• The sun shining connotes a happy, warm place 

• This advert shows Africa as an escapist place 

• A binary opposition of England which is connoted as a rainy, depressing place and Africa as a happy, sunny place 

• The teenagers are represented as hard working in the advert which is an atypical representation since they are stereo-typically shown as lazy

• This advert subverts the hegemonic norm that men do all the labour by showing women working in the field 

• A much more complex representation of women than in the Tide advert

•  The shots being focused on her face rather than her body humanises her instead of objectifying her