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 

Comments

Popular posts from this blog

C grade answer

26th April