21st April
The WaterAid advert uses subversive representation and challenges genre convention to appeal to a range.
WaterAid advert uses a range of stereotypical representations to present a straightforward ideology to its target audience; a generalised stereotypical representation of Africa.
Why does the Water Aid use stereotypes?
They are a straightforward way of reinforcing the producers ideology and ensure the audience will donate their money
Stereotypes;
wealthy english household
poor african village
happy child
black people singing
happy black people
sunset presents a positive but stereotypical
there is an inference that claudia has water due to water aid intervening
africa is bright and idyllic - like paradise
life is based around water
england is represented through a stereotypical binary opposition as being cold, wet and dreary. this emphasises the binary opposition between england and africa.
Othering- when a separation is made between two different groups of people (us and them)
How can audiences use the Water Aid advert to reflect their identity?
Paul Gilroy and Post-colonialism theory- there exists racial hierarchies of importance
There exists a hierarchy of wealthy England and poor Africans in need of our help.
This reinforces the ideology of a white saviour
Perhaps the white working class audience will donate their money out of sympathy
Typical and conventional adverts often position the audience as the cause of whatever they are connoting.
The NSPCC advert using cinematography to position the audience as an abuser.
These shocking adverts often become desensitized to these types of adverts.
Furthermore, the Water Aid advert uses a popular song that released in 1990 which will resonate with middle aged people. Claudia is a hard-working, happy and a good singer. Claudia is a teenager, but she reverts expectations of teenage girl by being happy.
The sound of children laughing appeals to an older audience.
Criticism of the white saviour stereotype- sociohistorical
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