water aid ad

positioning is where the audience is.
Polysemic- media product has multiple meanings.
Archetype- A type of character like a role. 

• Water aid has a positive ideology whereas the NSPCC advert has a negative ideology.
• A close up shot of Claudia's smiling face, connotes a positive and optimistic ideological perspective.
• Low angle tracking shot follows Claudia as she collects water positioning the audience with her.
• Elements of sound and music: Claudia sings, initially alone, angelic, innocent song, singing solo. However this also emphasises the lack of resources and opportunities in her life.
• Claudia's song functions as a symbolic code , signifying her confidence in face of adversity.
• Africa- scrubby trees, people carrying water and clothing. A stereotypical representation of Africa? 
• This Africa here presents a binary opposition between traditional, stereotypical representations, of slums, children crying, covered in dirt, eyes filled with tears and flies. Demonstrates progress rather then pessimism.
• Representation- Teenager, Africa, Female, working class, this is emphasised with a mid shot of Claudia carrying a bucket of water on her head. She's a strong working woman. She isn't viewed as a victim.
• lack of resources vs stoic attitude. Low angle shot of children on swing, enjoying life despite hardship. Therefore Africa has a positive future.
• Use of stereotypical representation simplifies Africa, avoiding images of wealth. Stereotype used as a shot cut.
• Claudia an atypical representation of teenage girls. No makeup, working hard.
• Children rush to join Claudia's song in a series of close up and mid shots and functions as a Proairetic code and conveys unity and togetherness. 
• Claudia stops singing and you can hear ambient and atmos sounds, crickets.
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