Water Aid analysis

The advert begins with some diegetic sound in the form of a weather forecast that can be heard from a radio, which shows that this is a western country. The clean house, modern technology and rain that can be seen through the window during this close up panning shot also suggests that this home could be from a middle/upper class family in England. I think the creators have included these features in the first few seconds of the advert to juxtapose people in Africa, who live in hot, poor and dry conditions, struggling to get water.



The next shot has been edited to slow the advert down, creating some intensity and suspense. It is clear to the audience that this is a poorer country, such as Africa, because we can see some dry looking crops that would be a rare sighting in Britain, highlighting their lack of water. Furthermore, the shot features some diegetic sound of the crops rustling together, which implies that this is a quiet community, contrasting with the modern, developed, busy British society of the present day.



The next shot shows the audience more of the characters location. It features a close up of just the lower legs and feet of a person who is carrying a large bucket and wearing very thin footwear. This is done to evoke sympathy from the audience as the person is portrayed as vulnerable because they have to walk in the boiling sun with poor footwear carrying a big object which contrasts with the modern comforts of the western world. Also, the audience hasn't seen the persons face, or where they are going which creates mystery. Furthermore, the shot features some diegetic sound of the character humming.



The editing is slowed down here again, and features an extreme close up of the woman's face. This has been done so that the audience can connect with the character so they may be encouraged to donate money to the charity. We can still hear her humming, which creates an almost happy vibe, giving the character a voice, and humanising her. This representation contrasts with the usual portrayal of powerless people in charity adverts.



This short, tracking shot from an eye level camera angle emphasises the long walk this woman has to travel, presumably every day which evokes sympathy from the audience. This juxtaposes the society in western countries as they can easily use a form of transport to get any where.



The diegetic sound that can be heard over the next few seconds is the singing of the woman. The tune sounds quite upbeat and happy, which is refreshing as the woman has not been victimised and made to look helpless as people are in charity adverts. As part of the mise-en-scene, the costume of the woman emphasize's her ethnicity, and represents where she is from. The skirt contrasts with the clothing in Britain as the temperatures are a lot lower and with a higher rainfall.



The next few seconds is a tracking shot at eye level to remind the audience that this kind of poverty is real life for some people. The song that is being sound sounds quite melodic and mournful, creating a depressing mood. The poverty that is shown juxtaposes with life in western countries, as people experience poverty to a less extent.