WaterAid Charity Advert

• Positive advert - shows the positive effect of giving.
• We emphasise because we take water for granted, so seeing the community happy and singing over something so simple makes us feel guilty.
• Giving Claudia a name makes us feel instantly more closer to her than we would feel if it was someone with no name who is seen as more of a symbol.
• She is singing a 90's western pop song, so the target audience of middle class can relate to the advert more.
• There is more colour (getting warmer) as the video progresses and as more people start to appear.
• Advert shows what the money donated is being donated to - try to avoid getting questions like "Where is the money going?"
• Wide shots/ establishing shot - shows the landscape/background
• Iconography - water - making it look precious
• Text - At the end of the advert - '650 million people still don't have access to clean drinking water' - shock tactic used at the end to leave a lasting impression - first negative point after a positive video so that people don't think that they do not need to donate because they look 'happy'.
• Last thing we see- what the audience have to do - donate - 'Text SUNNY to 70555 to give £3 today and help reach more people like Claudia'
• Non-conventional charity advert - not all charities show the positive aspect of donating but rather focus on the 'bad' side.
• The target audience is middle class people who work.

Save The Children Advert

• Opposite of WaterAid advert
• Negative advert - they guilt trip the audience
• Audience - middle class(most adverts do)
• Setting looks like it is set in the UK
• The setting starts to change throughout the video, making it seem more and more unfamiliar to us.
• 'Most Shocking Second a Day' - shows us the highlight of each day
• Close-up throughout the whole video - wants us to feel guilty whilst watching her life gradually changing for the worst.
• Editing - sharp. quick transitions - one second - notice the sharp cuts which makes the audience feel unrelaxed and tense as the noise and scenery keeps getting cut off by the next scene.
• The lighting gets gradually colder
• Last shot of the girl - she is finally looking straight at the camera - direct mode of address
• The last couple of scenes conclude the whole advert and tell us the actual meaning behind the advert - "Just Because It Isn't Happening Here, Doesn't Mean It Isn't Happening" - If London were Syria - We would only care and take action if it happened here.