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.