Water Aid 'Rain for Good'

Setting for the target audience

showing how water is less important for Britain as we get a lot

Middle class

Establishing target audience early on

Cold lighting for Britain, warm lighting for Africa

Binary opposite- UK + Africa

The main character gets close ups showing her emotions

Lighting progressively gets brighter

Song - sunshine on a rainy day / Zoe

Empathy, hope and small amount of guilt

Seems non stereotypical to Africa due to hope and nice clothing but is still located in rural Africa within villages.


The main target audience is middle class people, which is shown in the very first shot of the advert, as it has a digital radio and flower and the window shows a garden which is all stereotypical of a middle class person. 

The UK is represented to not be thankful for rain and water as the shot is from within a house away from the rain possibly showing that they don't appreciate it as there is so much. Also the lighting is is lowkey and blue further showing how rain is not appreciated as much in Britain. 

It then cuts to Africa in quite a dry area with crickets in the long grass making noise and a young girl walking with a bucket. The lighting is still a bit dull but more warm than the UK shot and the woman is also wearing nice clothes which is un stereotypical to African charity ads however it is still located in rural Africa which is very typical of charity ads.

As the ad progresses the lighting gets more and more brighter and seeing more green throughout it. This is also un stereotypical showing good and bright situations in Africa like when they are shown getting water it is like golden due to sunlight, typically ads would show poverty and sadness but not in this ad. This could lead audiences to think that they are fine and don't need help however they switch it up but putting daunting facts to swerve the mood of the ad when the fact is read.

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