semiotics

Audience types How does it attract the audience uses/gratifications theories The Nike advert uses the voice of a famous american footballer (Colin Kaepernick) who refused to sing the national anthem during a football game in protest of black people being shot by the police force. As a result of this, he lost his job because he stood up for what he believed in. This advert is showing the ideology of what sports men should become and includes examples of sports players who became great athletes despite other people being negative towards them. By including several famous faces in the advert, Nike is attracting a mainstream audience (ages 10-30) and encouraging the public to buy their brand and become the best versions of themselves that they can be. Paul Gilroy's theory of post colonialism applies to this advert because in America ethnic minorities like african-americans were portrayed as powerless in the media, so Colin Kaepernick protested against that. The fact that a lot of ...

Analysis of the advert The trailer begins with non diegetic sound in the form of dramatic music played on the piano, which is continued throughout, and the voice of the main character talking over it. Facts about it It was produced by Rebecca O'Brien as part of Wild bunch and why not productions. She has also produced films such as 'The wind that shakes the barley' and 'Jimmy's hall'. Social realism is a term used by film makers who produce films that aim to draw attention to the socio-political situations that the working class have to deal with. Austerity is a term used to describe difficult economic conditions created by the government to reduce public expenditure. This is shown in the trailer as Daniel Blake is told he must go back to work by someone who is not medically trained, after he had a major heart attack. He then struggles to find a job, and is treated unfairly by people running the job searching organisation, and visits a food bank. It is prese...

The save the children advert is targeting middle/upper class families who have children, so they can sympathise with the parents and relate to the start of the video. For example, the featured girls father is pictured reading the daily newspaper so this gives the audience a sense of realism. Furthermore, this could make them worried on their own as it shows how quickly someones life could change, which encourages them to donate. However, the save the children advert is not completley accurate as it shows what is happening in syria to an extreme level so is a hyperbole. This has been done to evoke emotion from the audience and guilt them into donating.   The water aid advert is entirely different because it takes on a much more positive approach by involving singing and smiling from the character, and shows the audience what the charity can achieve as a result of them generously donating.

In this type of charity advert you would expect to see vulnerable powerless, africans, particularly children photographed from high angles to make them look inferior. This is usually done to encourage the audience to donate money.   The representation of Claudia breaks away from this stereotype because she is pictured singing, smiling and being happy whilst collecting the water. The charity is using this representation to show the audience how their donations can change other peoples lives. Water aid have presented Claudia this way to show the audience that this isn't a regular charity advert.   Claudia is dressed in bright colours to emphasise her ethnicity as part of her miss en scene. The skirt contrasts with the clothing worn in Britain because Africa has hotter temperatures and a lower rainfall.

The advert is a parody to show that other countries have problems too. It is mocking the way Africa is portrayed through the media by creating a parody. The media often portrays africans as vulnerable and powerless, so this advert is trying to imply that not all africans are like that, and can be powerful and able to help other countries. The people used in the advert seem happy and smiley, which contrasts with the sad figures we often see within the media. Africa's general issues like poverty, crime and HIV are listed to mock Norway's issues and make them see inferior. The advert reinforces that Africans can contribute and they are not all powerless, despite what is portrayed. Tessa perkins came up with the theory that stereotypes contain a grain of truth in which they are then twisted into bigger, more elaborate version, so therefore corrupting people views on certain things, which can be applied to this advert. In this case, Africans are presented as completely powerless to ...

We can associate this article with media theorist Paul Gilroy. 1. 2. 3. 4. 5.

Water Aid Research Water Aid was established in 1981 and their first projects started in Zambia and Sri Lanka. Water Aid allows people suffering from severe poverty in under developed countries access to safe water, sanitation and hygiene education which can help them take their first step in overcoming poverty. The charity operate in 37 countries in Africa, Asia, Central America and the Pacific Region. Atomic London produced the advert in 2016, featuring 16 year old Claudia from Zambia.