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Water Aid Mind Map (Media Language and Representations (Genre - reinforces…
Water Aid Mind Map
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Audience
Audiences familiar with the codes and conventions of both audio-visual adverts and those for charitable organisations in particular
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Target audience are computer literate - further enforced through “text SUNNY to 7055”, younger audience? - Twitter Hashtag (ShareSunshine).
Song choice - Zoe’s 1990 Sunshine On Rainy Day - audience in 30s-40s - remember the original and gain nostalgic pleasure.
Audiences personally identify with protagonist (Uses and Gratifications) - parents of children emphasise of providing better life for children.
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Context and Key Facts
The charity WaterAid was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. It works with organisations in 37 African, Asian and Central American countries plus the Pacific region. Since 1991 its patron has been Prince Charles.
Created by Atomic London in October 2016, stars 16 year-old Zambian student Claudia - aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry.
After Band Aid (Do They Know It’s Christmas? - 1984) first global charity event raising funds for famine in Ethiopia. Subsequent Comic Relief telethon was launched (Richard Curtis and Lenny Henry in 1985) - has over £1bn for charitable causes across Africa and in the UK.
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Viewed 47,000 by December 2016
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