Water aid advertisment

Water aid

The water aid video is not like any other charity video as it doesn't use various stereotypes which have become common in various other charity videos. It doesn't show you various pictures of dirty water and hungry children. They chose to take a different approach of showing the children happy and living their life with water thanks to the help of donations. It doesn't manipulate the audience using sympathy, instead they use positivity as the audience wants to keep the children being able to live their life happily.

The video starts with a close up of a window edge with a plant pot on it and a radio next to it. Rain is pouring down outside and hitting the window. On the radio you are able to hear a weather report which says we are due more rain. This scene represents the house of the intended audience which is a middle classed person from the west. A few seconds later we are shown a completely different image of a close up of some crops in Africa. The mood is now warm which is a binary opposite the cold mood of the first scene.

opening scene

- Rain on window in a westerners kitchen
- Sound of rain hitting on the window - cold mood created by use of blue colour - House is supposed to belong to the middleclass audience - On the radio it says " Heavy showers expected" which is something a western audience takes for granted
- The next scene is in Africa and is dry grass
- The rain stops and you hear the sounds of crickets chirping -Claudia's singing juxtaposes the radios sound

Scene in Africa

 -we see Claudia walking along a dirt road with a bucket in her hand
- Mood changes to a warmer tone of lighting  browns etc
- Filming looks hand held as if were walking next to her
- there is a boy running around in what is believed to be a school uniform
- The song which she sings is recognisable by the older audience who will find it more personal and donate.
- All of the kids are happy and smiling as they are getting water. water = happiness
- They added claudias name in the end to make it more personal and for people to feel empathy and want to donate

quite a few binary opposites throughout this advert