Through selection (choosing of images etc) and combination (with other creative choices), how are events, issues, individuals and social groups represented in the media product?
Individuals in tide are represented differently, men are shown as strong
and the money earner of the house whereas women are seen as the housewife that stays at home and cooks and clean. |
The ethnic minority in the Water Aid advert is represented as positively impacted by the public's donations of money to their water sources. The issue of water shortages are represented as getting better and better than they actually are. But it is a twist on the usual sad and solemn tone of usual water aid advert where ethnic minorities are shown as starving and dying
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How does social and cultural context affect the representations in the media product?
During the period the tide poster was created the Tide poster connotations and ideals presented were considered very customary. The ideals conveyed were ones that would be considered sexist and unfair within a modern society. The advert shows women doing washing which means it is targeted at women.
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In contrast to the tide advert water aid doesn't show women as a housewife confined to the house but it shows them out collecting water. This job is difficult and the water would be heavy this would usually be seen as a job for a male within the culture
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How are stereotypes used positively and negatively in the media product?
The tide advert has positive and negative features, at the time women would see it and wouldnt see it as a stereotype so they would tell their husband to buy it, but in our day and age it is negative as it is a bead stereotype
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In the water aid advert the stereotype of the ethnic minority being miserable and in bad circumstances in the adverts is challenged as despite the awful circumstances the people in the advert are smiling and happy creating a more positive outlook on the work being done by water aid.
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Who/what is underrepresented or misrepresented and why?
The ethnic minority in this advert is misrepresented as they are shown as happy because of the donations but really the situation is no perfect
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How do the representations in the media product convey values, attitudes and beliefs about the world?
The tide ad's representation of woman displays the attitudes and beliefs within that era, that men held a superiority over woman, rendering them useless anywhere else other than within the house doing house chores or looking after the children.
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Representation of a positive circumstance in the wateraid advert suggests people are more enclined to donate when they can see that their money is actually going somewhere and improving. It suggests that ethnic minorities as a whole are now better off with the donated money and the new water systems, however this is not the case in all parts and this is portrayed in a deceiving manner to the world.
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How would the intended demographic/psychographic respond to the representations in the piece?
They would of reacted normal and probably persuaded to buy tide.
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This adverts attempts to show the positive effect the money donations have had. This would probably convince them to donate more.
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John Fiske - polysemic viewing - the idea that different people take different meaning from things due to own past previous experience.
0:00 - 0:04
Use of digital radio shows that its a developed technologically advanced country
Gloomy weather - England - stereotype - English people love to talk about the weather
inside plant - such abundance of water we can have indoor plants due to our running water
synchronous diegetic sound - lady saying about heavy showers expected
sterile shot shows loneliness along with no human aspect - links to the more modern development world is more unhappy than those of lesser countries
0:04-0:07
cut between scenes creates a juxtaposition as it is quick
dry fields - similar to a cotton field makes link between how did we let slavery happen so how are we letting this happen
0:07-0:12
unusual pink footwear - usually barefooted
traditional feminine representation about worrying about what you look like - makes a link to show that they're the same as us, just because they have no water doesn't mean they're different, also allows females to identify with them and maybe emote for them more
0:16
Extreme close-up - Allows identification, makes connection between audience and character stronger
wide shot - shows dry baron land but she looks quite colourful, deliberate juxtaposition between baron land which links to death and colourful clothing which links to happiness
0:19
The long empty road adds to sense of isolation and shows how far they must walk for water
Posture shows a very happy person, with head up, strong and proud. Which isn't the usual begging for money advert
0:19-0:23
Diegetic catchy tune for everyone no matter if you're in Africa or England, fun for everyone.
"I see in the darkness, I see you in the light" - Africa in the light and England in the darkness.
"I see you in the light" - cuts to bright dress
0:23 - 0:30
greenery with trees - changes to a more positive outlook
Cut to shot of traditional head carrying bucket, but they're all wearing bright colourful.
0:33
Shallow focus shot used but we can still see dwelling which connotes life and community
0:35 - 0:37
Crops being harvested shows life.
Pickaxes shows a contrast between manual laboring tools used by Africans and the radio at the start showing that we would probably use machines to harvest
0:39
Lovely tree showing life
"Don't leave me wont leave me here" - shows they're moving forward and they're doing it themselves but they need help from other such as us who have the resources
0:46 - The turning point
pan to little boy running along with a fan
"SUNSHINE ON A RAINY DAY" - match the visuals
girls also laughing
Juxtaposition so they have the sunshine and we have the rainy day
The black and white clothing worn by many children looks like school uniform which suggest education which shows massive change
0:51
shallow focus but you can still see a brick house which is a contrast to the mud hut
as well as a woman washing clothes - relate to, as well as an unusual action you wouldn't usually see people doing because they might not have that many clothes
0:53
Woman washing clothes with water shows they may have an abundance of water
A girl also spills a lot of water which reinforces the above point
0:59
Shallow focus close up see her smiling, looks more healthier and happier
1:02
Sense of community - different genders and ages coming together and interacting with each other
1:05
Sunshine through water - Just a nice shot - VERY POWERFUL IMAGERY- religious connotations
1:07
Multiple people singing, synchronous as it reflects the community spirit as there is multiple people singing not just Claudia.
1:10
"Sunshine on a rainy day" the visuals match the words
Old looking tap as a reminder that things are different over there
1:13
Juxtaposition - water splashing shows there is lots of water but then text appears over it saying "650 million people still don't have access to clean drinking water" - Just as you think we have sold the problem its draws back to the problem
1:15
Claudia is back on her own - shows a contrast between what its like if you donate and then what its like if you dont, claudia is walking away which is less personal - ambient sounds as she walks away, reminds us that she has to travel far for water
1:21
Sun setting shows time is running out, as well as the day coming to an end to show that it took a whole day just for a little bit of water.
"Text sunny to 7055 to give £3 today and reach more people like Claudia" while Claudia is walking away showing we cant reach her
Solemn no more singing or humming just her walking away brings back dark tone
1:26
Sun setting brings advert to the close with the WaterAid appearing, small in the top corner, shows they're not interested in self promotion and they don't want to draw away from focus.
1:26 - 1:30
4 seconds of shot at the end allows for reflection.
Texting "sunny" allows to collect more because its easier.
The word directly links to the happy moment in the advert and suggests you can buy them happiness by donating.
A lot of women compared to men - this allows women to identify and it makes men feel a level of wanting to care for them because that happens with children and women (e.g. Titanic they're the first on the lifeboats)
0:00 - 0:04
Use of digital radio shows that its a developed technologically advanced country
Gloomy weather - England - stereotype - English people love to talk about the weather
inside plant - such abundance of water we can have indoor plants due to our running water
synchronous diegetic sound - lady saying about heavy showers expected
sterile shot shows loneliness along with no human aspect - links to the more modern development world is more unhappy than those of lesser countries
0:04-0:07
cut between scenes creates a juxtaposition as it is quick
dry fields - similar to a cotton field makes link between how did we let slavery happen so how are we letting this happen
0:07-0:12
unusual pink footwear - usually barefooted
traditional feminine representation about worrying about what you look like - makes a link to show that they're the same as us, just because they have no water doesn't mean they're different, also allows females to identify with them and maybe emote for them more
0:16
Extreme close-up - Allows identification, makes connection between audience and character stronger
wide shot - shows dry baron land but she looks quite colourful, deliberate juxtaposition between baron land which links to death and colourful clothing which links to happiness
0:19
The long empty road adds to sense of isolation and shows how far they must walk for water
Posture shows a very happy person, with head up, strong and proud. Which isn't the usual begging for money advert
0:19-0:23
Diegetic catchy tune for everyone no matter if you're in Africa or England, fun for everyone.
"I see in the darkness, I see you in the light" - Africa in the light and England in the darkness.
"I see you in the light" - cuts to bright dress
0:23 - 0:30
greenery with trees - changes to a more positive outlook
Cut to shot of traditional head carrying bucket, but they're all wearing bright colourful.
0:33
Shallow focus shot used but we can still see dwelling which connotes life and community
0:35 - 0:37
Crops being harvested shows life.
Pickaxes shows a contrast between manual laboring tools used by Africans and the radio at the start showing that we would probably use machines to harvest
0:39
Lovely tree showing life
"Don't leave me wont leave me here" - shows they're moving forward and they're doing it themselves but they need help from other such as us who have the resources
0:46 - The turning point
pan to little boy running along with a fan
"SUNSHINE ON A RAINY DAY" - match the visuals
girls also laughing
Juxtaposition so they have the sunshine and we have the rainy day
The black and white clothing worn by many children looks like school uniform which suggest education which shows massive change
0:51
shallow focus but you can still see a brick house which is a contrast to the mud hut
as well as a woman washing clothes - relate to, as well as an unusual action you wouldn't usually see people doing because they might not have that many clothes
0:53
Woman washing clothes with water shows they may have an abundance of water
A girl also spills a lot of water which reinforces the above point
0:59
Shallow focus close up see her smiling, looks more healthier and happier
1:02
Sense of community - different genders and ages coming together and interacting with each other
1:05
Sunshine through water - Just a nice shot - VERY POWERFUL IMAGERY- religious connotations
1:07
Multiple people singing, synchronous as it reflects the community spirit as there is multiple people singing not just Claudia.
1:10
"Sunshine on a rainy day" the visuals match the words
Old looking tap as a reminder that things are different over there
1:13
Juxtaposition - water splashing shows there is lots of water but then text appears over it saying "650 million people still don't have access to clean drinking water" - Just as you think we have sold the problem its draws back to the problem
1:15
Claudia is back on her own - shows a contrast between what its like if you donate and then what its like if you dont, claudia is walking away which is less personal - ambient sounds as she walks away, reminds us that she has to travel far for water
1:21
Sun setting shows time is running out, as well as the day coming to an end to show that it took a whole day just for a little bit of water.
"Text sunny to 7055 to give £3 today and reach more people like Claudia" while Claudia is walking away showing we cant reach her
Solemn no more singing or humming just her walking away brings back dark tone
1:26
Sun setting brings advert to the close with the WaterAid appearing, small in the top corner, shows they're not interested in self promotion and they don't want to draw away from focus.
1:26 - 1:30
4 seconds of shot at the end allows for reflection.
Texting "sunny" allows to collect more because its easier.
The word directly links to the happy moment in the advert and suggests you can buy them happiness by donating.
A lot of women compared to men - this allows women to identify and it makes men feel a level of wanting to care for them because that happens with children and women (e.g. Titanic they're the first on the lifeboats)
Positive representation that challenges traditional conventions
We see Claudia singing, singing usually shows happiness which isnt a traditional convention of WaterAid adverts. Traditional stereotypes that women care what they look like usually are lost in these types of adverts as it usually draws away from the severity and also they do not have the resources to make nice clothing. But in this we see Claudia with some pink shoes on whereas traditionally we see them barefoot. This subtle detail creates a link between the viewer and Claudia as it shows that they aren't a million miles apart from us and they're not completely different, they're still human beings who enjoy looking nice and caring about what they're wearing. This helps females identify with Claudia which in turn means more donation money |
Negative representation which undermines severity of the issue
The diegetic catchy tune along with the dancing and playing with the water. Shows that people in Africa are happy and enjoy life but this advert shows a fake unrealistic representation of the situation in Africa. Many people are dying or are seriously ill. Many have to walk miles a day just for money. The shot of the water is naive and is too over simplistic as it shows that nothing is wrong but we all know there is otherwise we wouldn't be watching the advert. |
Balanced representation
I think this advert is both strong when it needs to show how the money has helped and also when they are showing that money and donations are still needed. The appeal is very small and minimal at the end which is good as its not the main aim of the advert but it does leave 5 seconds at the end of the advert for reflection, it gives the audience characters to relate to for example Claudia and women and it also gives a visual of what life could be like. But it also does undermines the serious nature of the appeal it shows people being happy and playing around when in a different community there may be people dying of thirst.