WaterAid facts

Question 1

Year established

Answer 1

1981

Question 2

Year created

Answer 2

2016

Question 3

Genre

Answer 3

Charity advert

Question 4

Produced

Answer 4

WaterAid

Question 5

Distributed

Answer 5

Atomic London

Question 6

Key aspect 1 - conventions

Answer 6

Conforms: Key information about the concern, personalised narrative, direct appeal for money

Subverts: No non-diegetic voice over, no melancholic audio codes, no black and white visuals

Question 7

Key aspect 2 - locations

Answer 7

The opening medium shot with a pull focus between the digital radio and the rain against the window establishes the advert in a modern, British setting (the audio codes are of an announcer with an English
accent). It’s connoted that the scenes that follow (in an unnamed but likely African country) are happening at the same time.

Question 8

Key aspect 3 - tracking shot

Answer 8

Suspense is created through the enigmatic use of the slow-motion, medium close-up, low-angle tracking shot of Claudia’s feet and the swinging bucket (Barthes’ Hermeneutic Code) and emphasised by the crescendo of the song in the scene at the water pump over
which the informative on-screen graphic appears (Barthes’ Proairetic Code).

Question 9

Representation - dress codes

Answer 9

The dress codes of the advert’s main female character include a stereotypical knee-length skirt and pink colour palette in both her top and shoes

Question 10

Target audience

Answer 10

Parents aged 30-40