Charity Advertising

Purpose:
- Evokes the feeling of guilt in order to provoke the audience to donate
- Encourage support from members of the public
- It also provokes the audience to agree with the ideology within them

Mode of Address
- A sad tone is created within them via music and camera footage
- A lot of use of direct address to the audience

Conventions
- Soft, comforting voice over
- Sad instrumental music in the background
- Distressing and emotional camera footage
- Backstories that evoke a feeling of sadness

Positioning
- Put in the same place as the less fortunate
- Next to the cameraman, put in a position where we are looking more fortunate

NSPCC advert (Open Your Eyes)

• Repetition of the money/constantly on the screen to remind the audience of what to do
• High angles with the camera show how powerless the children are
• Black and white/desaturation is used to show the sadness or misery of the child
• The close up shot of the children's eye becomes direct address, and because of this it means the audience will feel more pitiful
• Mise-en-scene of the tattered and ripped clothes adds to the sadness of the children
• Most of it is reconstructed and the stories may be the same, but the rest of the images have been reconstructed
• Audience could be positioned as the abuser, and they are put in the position of power
• Slow paced/motion editing makes us uncomfortable, and therefore this means that you have nowhere to look other than the other elements of the screen (i.e the number and amount to donate)

WaterAid advert (No Choice)

• People in this advert look directly at the camera, and therefore this could show how it may be set up
• The African country isn't actually stated
• there are scenes of blue after the brown of the village and this could connote to binary oppositions, where there is the contrast between our world and theirs

Water Aid Advert (Sunshine on a Rainy Day)

• Instead of guilt, this advert shows us the positive impacts when you donate. It also shows how the water pumps will bring a community together
• They felt that many people had become desensitised to the old types of adverts, and how they didn't want to be stereotypical of an advert
• The bright, naturally lit makes it seem more happy and bright

At the beginning, a hermeneutic code is produced because pathetic fallacy would suggest that with the rain something bad it about to happen, and creates a mystery as to why we are there (binary opposition). However, there is a quick shot change to a dry, arid area, which is much more brightly lit. The grasshoppers then make a noise which suggests loneliness, and a lack of something, creating another hermeneutic code, before the humming comes in and we see Claudia walking. A proairetic code is created here because we can see that she is going somewhere, the bucket suggesting that she is going to get water (symbolic code). This advert doesn't meet the codes and conventions of normal charity adverts because it is a much happier, lighter tone, and the ideology within the advert suggests what you donate improves lives as opposed to the fact that if you don't donate, their lives will not improve. There is a lot of colour in many of the shots of the villagers, symbolising happiness and joy within their village.

I think that this advert is symbolic of the fact that stereotypically, we will put on the radio on a miserable day and that a rainy day is a bad day for us. However, the sun and famine is bad for the people in the African country, however they sing and have their water taps in order to get through the day. The water symbolises their happiness, hope and their health. Claudia is young, and she is presented as being happy and full of life, as she should be, despite the drought.