Water aid advertisement

The beginning of the advertisement shows a windowsill in the UK with a radio playing the news more specifically the weather as they say tat more rain is imminent and this shot connotes to the target audience of middle class and middle aged people due to the radio playing the news and also the editing within this advert is slow which could indicate that the target audience is middle aged people, a potted plant and a few books and the cold lighting and colours which exaggerates that the UK has a lot of water and takes it for granted  and juxtaposes with the cut to Africa and shows a binary opposite as it shows an immediate change to warm lighting and colours to a dry landscape while Claudia is walking down a long road alone and this initial shot of Claudia the vast landscape is shown behind Claudia to suggest a long journey to get water and portrays a problem to the audience but as she starts to sing close ups and extreme close ups of Claudia  begin to happen more and more and also before Claudia is seen barely any colours are visible but as the advert progresses brighter colours appear. The song that she sings is sunshine on a rainy day which is a western pop song which gives the audience a closer connection to the advert and makes them more empathetic towards them and by the end of the advertisement a community is together gathering water and join in singing with Claudia this makes the audience even more empathetic towards this advert also the atmosphere of the advert is very unusual as these types of advertisements are darker and show people suffering whereas this advert shows the people as somewhat healthy and shows what the donations would do for the people and giving them a personality to create empathy for the audience instead of showing people suffering and making the audience feel guilty also while the water is coming out of the tap the sun is purposely positioned in the lens of the camera to have the water come out golden to connote that the water is very precious and cuts to the people being happy to show the effects of donating to the charity. At the end of the advertisement a statistic is shown saying that 650 million people go without clean water and this statistic contradicts the videos happier atmosphere and gives an entirely different atmosphere being a dark reality also after tis is shown the advert uses direct address to tell the audience to donate £3 and the reason for this low amount is so the audience see a big problem of having 650 million people without clean water and this small solution to help them and makes audiences more incline to donate to this charity.

Persuasive Advertising Techniques

A:advertising
S:standards
A:authority


persuasive tools:

Humour: (parody/stereotypes) makes it more enjoyable to decode as multiple layers of meaning are added.

Shock: grabs the attention of the consumer and the media to increase the effectiveness of the advertisement.(charities usually use this in their adverts to create empathy)

In this NHS advertisement shock more importantly the use of the slogan "get unhooked"










Stereotypes: they are useful because they allow a short cut to add immediate meaning and certain stereotypes bring certain messages.

Intertextuality: when a media product references another media product to create immediate meaning.

music: used to grab audiences attention as an emotive device.

famous people: celebrities are used to endorse products

repetition/slogans: repeating adverts id very effective. slogans, images and brand names can be repeated

reward and punishment: physical rewards like 'buy one get one free' or mental rewards like '

value messages: many adverts have a message about life that cannot be denied.

Maslow's Hierarchy of needs: least important- self actualisation
                                                                            esteem
                                                                            belongings
                                                                            safety
                                                 most important- physiological

Realism and Anti realism are two sides of a philosophical debate behind the whole bases of scientific proof.

Surrealist: built from all different types of imagery to create meaning

semiotics: study of signs and symbols as elements of communication behaviour, the analysis of systems of communication, as language, gestures, colours or clothing

.used to construct possible meaning from a text

Dizzee Rascal

Dizzee Rascal or Dylan Kwabena Mills is a British rapper and record producer born on the 18th September 1984 and is a pioneer of grime music but he has also incorporated different elements of music like UK garage, baseline, British hip hop and R&B.

Dizzee Rascal released his acclaimed debut album Boy in da Corner in 2003 this is considered as a grime classic and earned him the 2003 Mercury Prize entering the UK top 40 at number 40 and the album would peak at 23. Many music publications praised the album like Planet sound giving this album No.1 album of the year and being one of the top 50 albums of the year.

In September 2004 Dizzee Rascal's second album Showtime did better than his debut album entering the UK Albums chart at 8

dream, Dizzee Rascal

In the dream music video dizzee uses hidden messages to portray middle class uk society as the music video begins with a pastel colour pallet as it shows Dizzee rascal's name is shown on alphabet blocks possibly showing dizzee's transition from grime to pop which he later did change his music to pop. throughout the video he shows his early life and people he use to associate with and those people are portrayed as puppets also the puppets which portrayed black people are sometimes designed with extremely overdramatic features which dizzee made sue they were designed like this to connote to the golliwog caricature which has been a stereotype of black people for over 150 years as black people were portrayed to be entertainers and clowns as they had exaggerated facial expressions similar to clowns and Dizzee wanted to portray they black puppets this way to show how society still use stereotypes and place a whole race in a certain label. The old white woman on the piano is shown as a spectator of everything that happens on her piano and at one point of the music video she is shown shocked and slightly disgusted at the puppet police man and puppet black men  fighting also the policeman and black men are shown having strings attached to them which suggests that Dizzee is portraying them as puppets of the government or society and are being controlled with these labels they are given by society however dizzee is shown normally with having no strings attached to him to maybe connote to him having broken free from the typical labels of a delinquent and never having any power and also breaking any label or class as he has risen  above societies labelings.

the music video takes inspiration from the 1950s uk children's show muffin the mule and this use of intertextuality is to reinforce the mocking of the uk society as golliwogs appear in the music video which the time period that the music video is referencing these racist depictions of black people that were used as toys during   the time period of muffin the mule and the use of golliwogs in the music video reinforces the intertextuality.

The parts of the music video which show Dizzee Rascal usually showing him performing which reinforce his identity as an artist especially the scene which shows him in a studio to show how he is a genuine and original artist.

Media Adverts Homework

1. 5 Slogans

• Maybelline : Maybe she's born with it. Maybe it's Maybelline
• Playstation : Live in your world, play in ours
• Ebay : The world's online market place
• Microsoft : Where do you want to go today? 
• LG : Life's good

2. The Salvation Army: "why is it so hard to see black and blue?"
this print advertisement shows a woman which would be stereotypical pose for a perfume advertisement however she has bruises and cut over her signifying domestic abuse which is what this advert is creating awareness for.




3.This advertisement portrays Maslow's hierarchy of needs as the adverts focuses on the physiological need for water.












4.this aptamil advertisement is claimed to have been reinforcing gender stereotypes as the male baby is portrayed to grow up to be smart meanwhile the female baby is shown to grow up as a ballet dancer which are both generic ideas for grown up men and women.



5. this toys r us advertisement uses intertextuality to reference the film titanic to make people instantly recognise and be more interested in the advertisement as titanic is a universally liked film.








6.music in advert is used to help portray the intended atmosphere for the advert and for it to reach the maximum amount of effect like in charity advertisements slower and more sad music is used to make the audience feel more empathetic and donate. Whereas advertisements which have a more comedic idea will have more upbeat music.



7.