KEY TEXT FOR EXAM- Water Aid advert rain for good

 Representation of the Uk

The Uk is only represented at the beginning of the advert however it is a very powerful message. It shows a window where its raining outside with a digital radio and flowers on the window seal. The fact that its raining outside and people are inside it shows that we as an audience that live in a developed country we take rain for graunted because we are so used to rain. Which is in contrast to Africa where they don't take rain for granted as they're often in drought and don't have as much access to water as we do here in the Uk. It is also set in a middle class household which is shown by the fact they have a garden as many working class families don't have a garden as they live in a high rise building and because of this they would have a balcony instead of a garden.

Lighting

The lighting at the start of the advert when its in the Uk is blue however this isn't because its a poor setting its because of the weather. However when the advert changes the scenery to Africa it changes to warmer, and it uses brighter and more pastel colours. This is to subvert stereotypes that Africa is a country that is sad and is in deep poverty and top show the audience another side of Africa that the media hardly shows us.

Representation of Africa 

Africa is represented in two ways, stereotypical and non stereotypical. It is shown stereotypically as the advert is shot in a suburban area and not a city, and this connotes the lack of wealth they have and the struggles they go through to get water everyday. However it is also subverts stereotypes as it shows the people in the advert as happy and people who don't go through as much struggles as the media depicts. 

Target Audience 

The target audience for this advert are middle class British adults as they have the money to donate as they are the ones who have a big disposable income, they don't even need to give much like the advert says they only need to give £3 which is nothing for us in Britain but a lot to people living in Africa.

The main message of the advert

The main message of the advert is to get people to donate money to Water aid so people in a similar situation as 'Claudia' can gain access to fresh and clean water. This is done by showing how we as a country take water for granted whereas people in a less fortunate position take it as a blessing, this is shown by the close up shot of the sun beaming on the water pouring from the pump. By using a close up shot it makes the water look golden which connotes richness and something you wont get everyday. The advert also wants to make people emphasize so they feel more of a need to donate, this is done by using a child to sing and show how she travels quite far to get clean water and by doing this is makes adults think about there children and if their child was in that situation they would want to do everything in there power to change it.

How does the advert follow or subvert the conventions of a charity advert

The Water Aid advert both follows and subverts the conventions of a charity advert. They follow the conventions by setting the advert in a rural suburban town, this is to make the audience think that there is a lot of poverty and struggle. However they do not completely follow the conventions as even though it is set in a rural town they don't depict the children in the advert how they usually would. The children in the advert are not depicted as poor and upset, instead they're depicted as normal children who have fun and play with other children, they are children who have been fed they are children who have clothes and they are children that are educated! This is done by the choice of lighting as well, as they haven't chosen a dull, blue light they have used pastel and bright colours which are colours that connote happiness not sadness and struggle.