The water aid adverts from 2013 and 2016 have the same target audience and the same goal, to raise money for clean water access to everyone, but the two have very different strategies for achieving this goal. Both the adverts are trying to appeal to adults, predominantly parents and grandparents of the middle to high class status they appeal to them in a number of ways. For example, the adverts almost always feature suffering children and would therefore trigger a maternal instinct in parents and grandparents.
In the 2016 “sunshine on a rainy day advert” the strategy of the advert is to show the results of previous donations and how they have helped communities in Africa. This narrative strategy is effective as it shows that the donations really are helping and that the money is being used appropriately, in fact this advert would reach people who have previously donated, making it even more effective. The advert opens with a shot of a rainy day in what seems to be England. We see a shot of a radio which is broad casting the weather, complaining about the rain, ironic seeing as Africa is in desperate need of water. This radio could also be symbolic of the more developed world we live in, compared to some African countries. This idea could be further developed into a post-colonial thought that England is superior and is the heroic country helping Africa, and that Africa is helpless by themselves. The second shot is is a dried out crop field this was included so that the audience knows the setting has changed, and the yellow tone of the shot reassures that this is a more exotic and hot corner of the earth.
Ibrahim aziz A-level media 