Water Aid Advert

Usual WaterAid adverts use empathy, guilt and sad, negative scenes of children struggling however this advert shows the aftermath of if you do donate to WaterAid showing people in Africa being happy as they have water. This is quite risky as not using negative emotions usually make the audience not donate as their first view of the advert makes them think that they don't need water but this is still a quite clever advert as they use little things to show how donating can really help. The main message of the advert is to show that if you donate then you can help more people in poverty without water to be happy with water. First of all they show a shot of a window sill with a radio and a plant on top with a very green garden while its raining, this could be a house of a middle class person as the radio isn't too modern and are listening to the weather. Also this could be the target audience of this Advert as they have enough time and money to donate.  Its a very blue tinted shot to show that its cold suggesting that its in UK and exaggerates on how its raining and we take advantage over the amount of water we have, Also to reinforce that we don't think about how much water we have, the weather channel is talking about how its raining in a negative way to show how most people in UK hate when it rains creating a sense of guilt as we hate rain but people in Africa can't even get that much rain and get clean water like UK and makes the audience to feel sympathy for people in Africa increasing the chances of them donating to WaterAid. The sound transitions from rain to the sound of grasshoppers and other bugs and the transitions from a cold wet shot to a warm dry shot to also create more sympathy for Africans in poverty. The warm dry shot is a image of crops and then transitions to a really blank wide shot of Claudia in the middle of a dirt pathway, blank in the way that there is hardly any colour and seems like its going to be like the usual dark and sad WaterAid adverts however throughout the advert more and more colour starts flowing in showing how giving these people water means a lot to them and can have a huge impact. Claudia starts to hum the song "Sunshine on a Rainy Day" and then starts to sing it, this could link to the first dry shot of Africa and how her mouth is dry that she hums first ; not only colour transitions more throughout the advert but also does water, then she sings it to show that she's got a bit of moisture in her mouth to be able to sing to show water transitioning into the advert. The Western Pop Song creates a connection between Claudia and the audience, especially people who know the song like Middle class people. They use close ups onto Claudia to show a slight happy face to create even more connections that Claudia is an actual person making the audience feel sympathy for her.