Shot types and camera angles
Throughout the duration of the WaterAid advert, multiple shot types are incorporated into the film, in order to create an effective piece for the target audience to watch. The opening, close up shot of the radio shows the audience an item they are familiar with, and therefore it can be inferred that the setting is in England, due to the technology and rain on the windows, stereotypically associated with the Country. Once contrasted with the later close-up shot of the empty water bucket, the audience are exposed to the differences in lifestyle between the two countries, and are made to feel sympathetic towards the actor in the advert, as it is highlighted they do not have access to the things we do. This is a proairetic code as it foreshadows the collection of water. This clear binary opposition of the two close ups on the different objects makes the audience reflect on their own lives, and forces them to feel guilty for having daily items that the other people do not. Both contrasting items are shown in close-up shot form, as they are supposed to be focused on by the audience, and the producer wants their to be fixed on it, in order to create this clear binary opposition of luxury and poverty.
Similarly, the close-up on the actress' face produces a sense of physical closeness and therefore creates a connection between the actress and the audience. The close-up of her face highlight's her darker skin tone, which is stereotypically associated with African countries and contrasts the skin tone of the stereotypical white audience who would be watching the advert. This further reinforces the binary opposition and strengthens the idea of diversity between the actors and the audience. The high camera-angle on the actress exposes her vulnerability, and juxtaposes the camera angle of the radio, presenting the binary opposition of being at threat and being safe to the audience. I believe the producer decided to place this into the advert, because it strengthens the guilt that the audience feels due to the diversity in lifestyle.
Camera Movement
The camera movement when the actress is walking is unsteady, representative of the movement of walking and the lifestyle that people in the country lead. The camera movement in the scene with the radio is smoother, being representative of the lifestyle in England, and therefore exposing the contrast between the two in the form of binary opposition. The camera movement in the scene with the radio pans outwards, highlighting the rain on the windows, as it tries to emphasise the location being England due to the stereotypes associated with it.
In the scene in Africa, at the point where the water is released from the tap, the camera moves smoothly in the direction of the water; suggesting a sense of safety and security due to the stable movement of the camera which is precise. This suggests to the audience how those in poverty can live a safe lifestyle if they have access to water, which makes them donate.
Sound
At the beginning of the advert the sound of the radio can be heard. The commentary of the radio presenter is in a British accent, showing the audience the location of the shot. The sound blends into the noise of the African Plains (bugs?), making the harsh-cut between the two scenes transition more smoothly.
The dialogue in the advert is in the form of singing. The actress sings the song, "Sunshine On A Rainy Day." This is a form of intertextuality, as an unassociated song is referenced. The lyrics heavily contrasting the mise-en-scene, as there is no rain present. This further emphasises to the audience how diverse the lifestyles are, and strengthens the concept of poverty.
At the end of the advert you can hear everyone singing together, so it creates the sense of community and shows how donating water brings people together.
Costume
The costume is stereotypical of what a British person would believe Africa to be like. They would not be considered fashionable in England, and so it shows how the citizens of the village are deprived, because they cannot afford nice clothing which goes together well visually.
The outfits are colourful and are full of patterns in design, this creates a stereotypical appearance on the actresses, as this is how African fashion is represented to a Western audience.
The clothes do not fit properly on the actors in the advert, further reinforcing the poorness of the citizens because they cannot afford properly fitting clothing.
Setting
The main setting is an African Plain. Although it is never explicitly stated that it is set in Africa, it can be inferred, due to the stereotypical representation of the country to those of us overseas. People may be able to interpret this is set in the middle of Africa, due to it being very isolated with little housing which is associated with the North and South.
During some scenes in the small village, houses with bricks can be seen, highlighting the sense of community and the hardworking ethic of the people, as they've had to work in order to build places to live. The houses do not have roofs like in England and are thatched, showing how the locations are diverse.
Lighting
At the start of the advert in England, the lighting is cold-toned and lacks much intensity. This presents England as boring and dull. There is a heavy anchorage around this idea of England being dull, emphasised by the rain and the unsaturated colour scheme.
The lighting in Africa is warm-toned and more intense, creating conflict between the two settings, because it represents Africa in a much more fun and positive way, contrasting the negative image of England obtained throughout the advert.
Representation Of Women
Women are presented as hard working, which conflicts the dominant ideology in society that men work harder than women. This provides the audience with a sense of empowerment, as men are not seen working anywhere within the advert, which subverts the typical expectations of men. Because men are not seen, there is a hermeuntic code created, as the mystery regarding the location of the men is created.
Alike the dominant ideology of society, however, women are socialising with children, still representing women as having motherly instincts as would be expected in mainstream media.
Representation Of Teenagers
Teenagers are presented, subverting the dominant ideology of society, because they are presented to be hardworking, unlike how teenagers are typically represented, as being lazy and uncaring. This may be appealing because the teenage audience will be satisfied with how they are being shown, and may ask their parents to donate.
Representation of UK
The UK is represented to be dull and boring due to the unsaturated colour-scheme and the lack of intensive lighting. By including stereotypical weather such as the rain, it is easy for the audience to relate to the boringness of a rainy day, and therefore it makes them think negatively about their country, because only the bad points have a strong emphasis.
Representation of Africa
Africa is represented to have a strong community feel, as explored through the inclusion of scenes depicting family life and fun. Africa is represented to be poor, which is not true for all areas, but the advert heavily implies this, which could be interpreted as slightly irritating by the audience who live in the richer areas.
The lighting is warm-toned which makes Africa seem homely and appealing, and the warm colours used during the community scene represents Africa as being a friendly place where people look out for one another.
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