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WaterAid Advert- Key To Exam

Representation of the Uk:

The UK is represented as an audience that doesn’t value water the same as other certain countries may because although they are surrounded by water occasionally they tend to ignore it due to its value being little in the UK, which portrays us as being seen as spoilt. The scene the in opening part of the advert is based in a middle class home and this is evident due to the digital radio & flower plot sitting on a window sill giving a view of garden outside indicating that it is also taken place in a suburban area as in a urban area you are expected to see flats or houses out of the window as it being more densely populated. The factor of it being set in a suburban area engages the audience as the setting at the start is similar to the setting of those watching the advert making it relatable to their preference.

Representation Of Africa:

Within the advert  Africa is shown as a country of negative poverty in a rural area. The change in scenery is a way of contrasting between, middle class suburban area into a poor lower class rural area. And although they are represented as a poor country they are not shown as victims which makes the audience empathise rather than sympathise towards the people in the advert. 

Main Character:

She is used as an overall representation of her people as well as Africa alone, this is due to her being the main protagonist throughout. She has a mixture of mood in the advert and this is evident whilst she is singing as at the start she has an emotional expression that shows she has nothing to look forward to however as she continues on in the advert, her emotions start to lighten up building a happier look. This is then enhanced with the feature of lighting as the more her mood changes in a positive way the more warming tones of lighting that appears in the background. Singing makes her look innocent song with the use of her pastel clothing. Her outfit breaks away from the traditional standard narrative that is usually used in aid adverts, where instead of people crying out for help towards the audience, there is no sense of victimisation instead there is sense of vulnerability throughout. 

Lighting and Colour:

The lighting at the start of the advert gives a gloomy cold atmosphere due to the blue and green colour palette used for the weather however is contrasted in the change of scenery into a more warming light, with the effect of the sun in the background. The colour increases towards the end of the advert when she gets closer to the water pump which has been provided by all the people who have donated from watching the adverts that WaterAid produce. The colour of the water at the end of the advert connotes the sense of preciousness and value due to the lighting enhancing the image of it, whereas at the beginning of the advert where it is shown as non valued and unimportant. 

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