Assignment A: Television Advertising (part 3)

The Water Aid advert 2013 is a sad and serious advert which try to attract its audience through a realist form. This is because it uses an example of real life girl 'Genet' who lives amongst very poor conditions and is suffering from drinking dirty water, which is the problem that the advert is trying to promote. It is also showing a documentary form advert because of the narration that the advert consists of describing Genet and promoting the cause of the advert. This is mainly targeted at over 18's due to the fact that those are usually the people with the money to donate to the cause and it clearly explains that those donating have to be over 18

Water Aid is very serious topic/cause which is trying to being sold to the public and is shown to be a very dramatic type advert. It creates an emotional attitude throughout and builds up a story from the beginning on the background information of the main character in the advert, Genet and goes into how she is a victim the Water aid cause. This shows that the advertisers are creating  a drama on basis of the girl, Genet.

we can see from this scene that that Genet is represented to be in struggling circumstances the use of this medium shot is to get a clear image of her arched back with the yellow bucket and the blue jug to show create empathy with the audience. The Setting of this shot is shown to be rugged, rough and dusty along with unhealthy plants which further creates a dying and dirty atmosphere. As well as the dull and plain colours within the scene all are implemented to create an sad and emotional attachment with the audience. The emotional atmosphere can also be seen as a persuasive technique to make the viewers feel as if they have to help the donate to the cause. This attitude can be seen as aggressive because the advert is as if it is speaking directly to the viewer and putting the responsibility on to the viewer.


The close up camera shots being used within the advert are used to get a clear visual of Genet's sad facial expressions which also used to create empathy for her this is because it is common for people to feel empathy to the younger generation especially the innocent girl image that's been shown here. they then use her emotions to persuade the audience to donate to the water aid cause.


The use of panning movements is used to put the audience in the same shoes as Genet and also panning movements gives off a clear image of the pain and agony as she walks along her body language furthers tells us this. As well as the slow paced and gentle editing between different shots makes it highlight Genet's walking more thoroughly showing that the advertisers want the audience want to keep their focus on Genet.

The tone of the narrator is light and soft and is almost as if he is begging the audience to donate which is suggested through the depression in his voice. As well as the gentle string instrument being played towards the end of the advert, adds further to the emotional attachment with the audience.

The Advert applies the lifestyle appeal by bringing the audience to the realisation that the viewers are living in conditions which in comparison to the poor conditions in the advert are much more comfortable and Water Aid make the viewers feel as if they are selfish for not acting. Water aid create the emotion of fear from the pressure created from the aggressive attitude aimed at the viewers  if they don't donate; however it can also build the emotional response of sadness from the circumstances being presented to the audience.

Water aid reveal that they are focused on achieving that everyone lives on clean water by the year 2030, this target that has been revealed by the narrator within the advert shows that the Water aid project is organised in achieving its cause. This also shows determination, which compared to other clean water projects where they aren't able to give a set time period on when they think they will achieve their cause and showing uncertainty. The brand shows identify from its Water drop logo which can be referred back to Water Aid.