Zusammenfassung der Ressource
Wateraid -
Advertising and
Audience
- Background
Information
- Founded in 1981 as a response to a
United Nations campaign for clean
water, sanitation and water hygiene
education
- They work in 34 countries
around the world
- Since 1982 they have
reached 25.8 million people
with clean water
- Everything they do is
focused on 6 values
- Respect
- Accountability
- Courage
- Collaboration
- Innovation
- Integrity
- Wateraid wanted to break the
mould of charity advertising
and show the positive impact
of their work
- Social/Cultural
Context
- In December 2016, this advert had
been viewed about 47,000 times on
Wateraid's YouTube channel
- This page also actively
encourages the sharing
of the advert
- The target audience is likely to be
technology-literate people as
donating is encouraged through the
imperative "Text SUNNY to 70555"
- And through the use of a twitter
hashtag on the YouTube page
(#ShareSunshine)
- The advert's cover of Zoe's 1990
song Sunshine On A Rainy Day
could indicate that the target
audience are in their 30s-40s
- This is because they're likely to
remember the original and get
pleasure from the nostalgic
value of hearing a song from
which they're familiar
- Contemporary audiences are
familiar with charity advertising
campaigns and appeals.
- Telethons such as Comic Relief and
Children in Need regularly raise amazing
sums of money by encouraging audiences
to fund-raise and donate.
- The campaigns usually serve to highlight the
differences and social injustices in certain
parts of the world, and as such are related to
social and cultural context
- A criticism of these programmes and
certain charity campaigns is that, in order
to raise money, they only offer very
negative representations in order to illicit
an emotional response from the audience.
- The Wateraid advert presents a more
positive representation highlighting how
the money is spent and the effect on
communities of access to clean water.
- The audience is presented with
a happy, energetic community,
now able to do everyday activies
- The charity stated that it had
'deliberately broken away from the
traditional charity ad formula to
create something positive and
centered around the progress it has
made as a global charity'
- A large concern for the charity is that the
target audience were 'becoming desensitised
to some traditional charity fundraising tactics'
- Consider how industries
target audiences, and
how audiences interpret
and use the media
- The likely audience demographic is
constructed through the advert's use
of a young woman with whom they
might personally identify with (Uses
and Gratifications Theory)
- Parents might make similar readings, identifying
empathetically with the 'better life' that Wateraid's
clean water provides for the children in the advert
- Wateraid acts as an Opinion Leader
for the target audience who would
assume the "650 million people..."
statistic (01.14) is true and reliable.
- The unconventionally positive
visual codes, audio codes and
representations would, the
producers hope, give the
advert a USP compared to
other charity appeals
- How does the WaterAid
advertisement target,
reach and address its
audience?
- Social Media
- The assumption is that a section of
the audience is culturally competent
in terms of technology, as they are
asked to text their donation
- The use of a real young woman
- The advert encourages the
audience to personally identify
with her and her positive story
- The website allows the audience to
find out more about her and the
making of the advert (interactivity)
- The song
- The song will be recognised by the
target audience and provide nostalgia
- Claudia
- She may be relatable if the audience
are parents and can compare her
life with that of their children
- The unique positive perspective
- It'll be refreshing to the target
audience as their offered a new
perspective on charity adverts