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Set

Set Text: Tide Text: Water Aid Audio-Visual Advert


Advert

Mise-en-scene of raindrops on window, radio in Medium Shot of crops. This signifes Close up/Medium Shot of Ground and Walking. Extreme close up of Claudia's face with sun Establishing Shot – code of dress signifes that
foreground. Weather Broadcast signifes early (according to Barthes) that the people are The bucket is in the foreground of the shot and bathing her face has positive connotations. she is a normal person helping her relate to the
morning. Greenery is juxtaposed to the hot dry eating. This is way more positive than other signifes the narrative – to get water for the day. audience. Pattern and material are stereotypical
Africa. Creates binary opposites of Britain vs charity adverts (link to context of Atomic Singing is in English which helps the audience of Africa. Claudia is represented as a healthy,
Africa, Us vs Them and Hot and Dry vs Cold and London's vision for the advert). Also the diegetic Song was popular in 90s which appeals to the relate more too. “Sunshine on a rainy day” has independent and musically talented - immune
Wet. Diegetic sound of the radio sound of crickets is denoted here too audience w/ the income to donate. pop culture references too to emotive representations of the genre

Mise-en-scene – colourful buckets and fabrics – “makes me feel like I belong” the lyrics amplify Water is always shown in slow motion with Kids playing in uniform signifes that they are Cutaway to women collecting water. Specifc
positive multicolour connotations – vibrant what is being shown on screen. Then shown her sunlight on it = precious. Sunlight has positive going to school = more positive charity advert gender roles shown – non developed and less
stereotype of Africa? being part of the community. Similar age to connotations – goodness, positivity, growth, connotations. Slow motion = happy, playing on liberal country and ideology - challenging do
people around her (grown up too fast?) warmth swings etc nothing ST

All happy and singing could challenge the idea Close up of water. Lighting is from behind = Montage of happy, smiling people with sun Negative inter-text but positions audience to Walking away with sun setting ends the
of whose lives are better: us or them? Well has positive. Diegetic sound of water running. No shining down – also amplifed by sun in lyrics. want to change others lives for the better narrative. Sunny is positive lexis not 'HELP'. One
symbolism of being the hub of the community, non-diegetic sounds of convention charity ads, Claudia's name @ end creates a preferred Denoted are the close up camera shots and off payment denoted too. Claudia helps
bringing them together. melancholic audio codes, V/O (subverts genre) reading from the audience (more invested) confdent gesture codes = Claudia protagonist humanise her and helps audience/emphasise

Audience – 30+ (90s kids too) Audiences will be familiar Semiotics – suspense is created with slow Structuralism –binary Structuralism – Reception Theory – handheld camera is DG Identity – Uses & Gratifications –
those with disposable with the codes and motion, medium close ups and low angle opposite of dry earth and binary opposite of informal mode of address. WA have Claudia is a Personally identify and be
Theories

income. conventions of charity ads tracking shots of the bucket and Claudia's brown colour pallets to bright Claudia's positive constructed this narrative of following her story role model for empathetic with the Claudia (young
Psychographic – Young and espc after Comic Relief and feet – There's a crescendo of the song as colours later on with the story (played with which is a hegemonic encoding the lifestyle woman). Water Aid is an opinion
Rubicams Mainstreamer will be tech literature (47k) the water is at the pump (Proairetic code) buckets and code of dress inter-text at end) and that will leader (2 step flow) – audience
(shown families and help those less fortunate. Representation SH – positive audio codes encourage the believes all statistics.
everyone have security) and Cultivation Theory – Audiences used to C&Cs of sub Structuralism - “sunshine on a rainy day” is played This B.O is supposed challenge ST representations of creating an audience to Unconventional subverted Codes
Reformers because of their genre of advertising that they're immune/desensitized as kids run and play and laugh, high key lighting is to encourage the enigma as to why Claudia is so positive. Then donate to the and Conventions is the adverts USP
social conscience to non-diegetic voiceovers and vids of people suffering. used too creating more positive connotations audience to donate. discovered because of the water pump charity and helps resonate w/ audience

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