Water Aid: initial analysis, initial assessment...

Does the WaterAid advert offer a subversive and positive representation of African teenage girls? Or does it simply present a stereotypical and reductive representation of Africa in order to manipulate it's white, working class target audience? Or perhaps it could do... both?

Proairetic code

Hermeneutic code

Referential code/intertexuality 

Symbolic code 

Dominant ideology

Modes of address (formal? Informal?)

Lexis

Anchorage

Binary/diametric opposition 

Conflict

Representation

Stereotype

Challenging

Subverts

Identity

Shot type and camera angles

In the start there is a close up of the radio, directing the audiences attention. This then directs the audience to what is being broadcast, a woman with a strong British accent, this could be interpreted as a 'posh' accent that creates a more formal advert despite being in a homely environment creating a more serious tone to start the advert. She is reporting the weather as 'raining'. This indicates the target audience as British, it also sets a scene that is relatable to the audience as it shows the weather outside as raining, a common weather in England. This then draws the audiences attention as they understand that they are being addressed. This is also shown in the white window frames, window sill and the radio that is clearly British.

The binary opposition between Britain and Africa is shown in the hard cut between the first scene. This is a stereotypical British home with White window sills, heavy rain and a radio with strong English accent. A hard cit is then used when showing Africa, the camera slowly pans towards the window at the start showing such heavy rain that the garden outside is blurred, by then having a hard cut to the outside of Africa it shows a completely opposite  setting in almost every sense.  

Camera movement 

When the audience is first shown Africa it is shown through long grass, that slowly moves through at a low angle close to the ground. This level would be similar to a lion or other predator that is often represented in African desserts this is a form of proariretic code to inform the audience of what could happen, the slow movement and low camera angle with the light just shining through creates suspense through a hermeneutic code the camera then stays at a similar level following the young girl. By starting off the audience in a setting that they would stereotypically be in a British home it puts the audience in Africa as the camera, this then makes the audience feel as if they are following that girl. This could then put them in a situation where they feel bad and feel as if they are the predator attacking the young girl. The vulnerable position the girl is in also creates sympathy for her and traditionally British society deeply sympathises for young children. There fore the audience becomes more emotionally attached to her as a character and the events that follow. 

The movement of the camera is also slightly shaky, this would have been hand held and most audiences would be able to tell this. This further makes the audience feel they are in Africa and makes the events that happen appear more real and authentic this is due to the informal mode of address that is more relatable to the audience, this further increases the audiences attachment to the girl. The constant movement with the girl conflicts with the steady shot in the British scene emphasising the difference.