Water Aid and Tide questions
1. 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?
WATERAID- Throughout the entirety of the Water Aid advert the main female character conflicts with the stereotypical representation of a young girl who comes from an ethnic minority group in a poverty driven area. It evidently discusses the issue revolving around the lack of clean water within certain areas of Africa and that this needs to change. By contrasting with the stereotypical convention of these types of advert, they are representing how just a small donation can have such a great impact on these communities- causing the audience to empathise and essentially donate. The representation of this social group has a huge influence on whether the audience donate or not; as if they the advert took the usual route of convention then the audience may not be as empathetic due to the repetition within these adverts.
TIDE-However, Tide takes a separate approach and follows gender stereotypes, by primarily directing the advert at women as they have the housework jobs to complete. This stereotype would represent the large majority of females and their societal roles; which is challenged in today's society.
2. How does social and cultural context affect the representations in the media product?
WATERAID- Water Aid purposely steered away from the usual conventions of these types of advertisement in an attempt to attract a new, wider audience. The need for a change in these adverts came about due to audiences becoming less empathetic after repeatedly viewing the same adverts. The depressing images essentially becoming meaningless to the audience as it has been used so many times.
TIDE- The tide advert would be clearly sexist in today' society but due to the cultural context, at the time this type of advert was seemingly normal. So, essentially, the product would still be considered as being advertised well and would appeal to the targeted audience of women (wives and mothers).
3. How are stereotypes used positively and negatively in the media product?
WATERAID- In this advert stereotypes are used both positively and negatively, the stereotype of people having to walk miles to collect some water in areas of Africa, is commonly accepted around the world. The stereotypes represented in this video are used positively throughout this as it shows how women can be extremely strong; unlike how they are represented to be weak. It also follows the stereotype that women take care in their appearance; which the majority of females shown, follow. However, the stereotypes can be considered to have been used negatively, as the producers are not portraying a realistic picture of how hard their life actually is.
TIDE- The stereotypes used within the Tide advertisement have been used positively as the main image of the women shows her strength and how she isn't weak like females are made out to be. These stereotypes are common within this time period, however, in today's society, the advert would be labelled as sexist.
4. Who/what is underrepresented or misrepresented and why?
WATERAID- Through the entirety of the Water Aid advert, the people's struggles that they face throughout their lives are largely underrepresented. Their harsh reality is not portrayed to be as bad as it actually is. Realistically, these people would not be contently singing whilst they are facing famine and many other issues.
TIDE- Women are also misrepresented within the Tide advert as they are not going to be the only ones to do the washing and cleaning and have other roles within society.
5. How do the representations in the media product convey values, attitudes and beliefs about the world?
WATERAID- The representations in Water Aid convey that although these people are facing third world issues such as famine and dehydration, they still keep a positive attitude. However, this would not be completely truthful for everyone facing similar issues. The video also conveys the sense of community throughout, which contains positive aspects.
TIDE- Tide conveys how, during this time period, the attitude towards women was very different and that there were strong beliefs that the women should be complete household jobs such as washing and cleaning. Whereas men were considered the 'breadwinner' so wouldn't be involved with these duties.
6. How would the intended demographic/psycho-graphic respond to the representations in the piece?
WATERAID- The demographic in Water Aid would be the middle-class in a first world country who have the money accessible to donate. This demographic would respond in a more positive manner due to the advert being non-conventional and taking a different approach so that it can begin to reach audiences on a personal level once again. The psycho-graphic would be people who have a desire to make the world a better place and actively want to make a change.
TIDE- The demographic in Tide is clearly women that as either wives or mothers and have an active role in completing household chores, such as washing and cleaning. Although in today's era, women would be offended by this advert, during that time period, it would appeal to women. Moreover, the psycho-graphic would be men as well as essentially they are the ones who provide the income and will be physically purchasing the product.
7. How do the representations in the media product affect audiences?
WATERAID- The representations in the WaterAid advert has a huge impact on the audiences, by representing the young girl and her community in a different, non-conventional, manner, the audience will have a different response. Although the audience will be content with the outcome that has arisen from previous charity work, they still sympathize with those that are not so fortunate; leading them to donate.
TIDE- In the Tide advert, the way that the women are represented will affect whether the audience purchases the product or not. If the women felt as if they were misrepresented or represented in a negative manner, then they are much less likely to connect with the company or the product itself.
8. How do the audience responses to the representations reflect social, cultural and historical circumstances?
WATERAID- The audiences response to the representation emphasizes that there has been an obvious rise in charitable work and how much more willing people are to donate money to try and help those who are less fortunate. The responses also show that charities are now having to take a different approach when trying to connect with their audiences; as their previous manner was used so many times, that the audiences started to lack emotion and empathy when watching the adverts.
TIDE- The responses further emphasizes the social context of the women's role was to simply stay at home and complete domestic chores such as cooking, cleaning and washing. Where as the man's role was the 'breadwinner', so was out of the home during the day working. The cultural and historical context is also reflected through the audience's reaction. As this advert was released within a time period where it was accepted that these were the roles within the household, women did not get offended by such advertisements- unlike how they would nowadays. This was also produced after the war so society saw a rise in affluence and a 'consumer boom'. The slogans used within the advert imply that the product is the best they can get and essentially feeds into the audience's greed and their obsessive need for the best products on the market.
9. How are ‘versions’ of reality constructed in the media product? What are the ‘truths’ of this reality?
WATERAID- Truthful reality is definitely not shown within the WaterAid advert, as although we may want to believe that these less fortunate, communities manage to maintain such happiness, it is extremely unlikely when they face so many issues such as famine and have a lack of access to the necessities; such as clean water. However, it cannot be ruled out that some communities may in fact be this upbeat even though they face such terrible problems.
TIDE- The Tide advert manages to maintain a fairly truthful version of reality, as women did have this role within society and the company was correct to aim the advert towards them. However, women may not have been as accepting of their role as they are made out to be in the advert and may not have been as content with their position as the images suggest.
10. Why have the producers of the media product chosen to represent events, issues, individuals and social groups in this way?
WATERAID- The producer shave decided to represent the issues and individuals in this way as the audience is seemingly becoming emotionless and less sympathetic for the situation and the individuals in it. This is due to the sheer amount of times that they have watched adverts similar to this and essentially 'switch off' their emotions when they watch an advert like this. So by changing the manner in which they portray the issue impacts massively on how the audience are going to respond and are more likely to donate.
TIDE- Women are represented in such a way so that it can glorify not only their role in society, but also the product that the producers are trying to sell. The are portraying the product to be desirable and that all women should want to buy this.
11. What is the effect of historical context on the representations in the media product?
WATERAID- The responses also show that charities are now having to take a different approach when trying to connect with their audiences; as their previous manner was used so many times, that the audiences started to lack emotion and empathy when watching the adverts. The historical context also includes the wars that were occurring during the time of the advert release.
TIDE- The historical context is also reflected through the audience's reaction. As this advert was released within a time period where it was accepted that these were the roles within the household, women did not get offended by such advertisements- unlike how they would nowadays. This was also produced after the war so society saw a rise in affluence and a 'consumer boom'. The slogans used within the advert imply that the product is the best they can get and essentially feeds into the audience's greed and their obsessive need for the best products on the market.
WATERAID- Throughout the entirety of the Water Aid advert the main female character conflicts with the stereotypical representation of a young girl who comes from an ethnic minority group in a poverty driven area. It evidently discusses the issue revolving around the lack of clean water within certain areas of Africa and that this needs to change. By contrasting with the stereotypical convention of these types of advert, they are representing how just a small donation can have such a great impact on these communities- causing the audience to empathise and essentially donate. The representation of this social group has a huge influence on whether the audience donate or not; as if they the advert took the usual route of convention then the audience may not be as empathetic due to the repetition within these adverts.
TIDE-However, Tide takes a separate approach and follows gender stereotypes, by primarily directing the advert at women as they have the housework jobs to complete. This stereotype would represent the large majority of females and their societal roles; which is challenged in today's society.
2. How does social and cultural context affect the representations in the media product?
WATERAID- Water Aid purposely steered away from the usual conventions of these types of advertisement in an attempt to attract a new, wider audience. The need for a change in these adverts came about due to audiences becoming less empathetic after repeatedly viewing the same adverts. The depressing images essentially becoming meaningless to the audience as it has been used so many times.
TIDE- The tide advert would be clearly sexist in today' society but due to the cultural context, at the time this type of advert was seemingly normal. So, essentially, the product would still be considered as being advertised well and would appeal to the targeted audience of women (wives and mothers).
3. How are stereotypes used positively and negatively in the media product?
WATERAID- In this advert stereotypes are used both positively and negatively, the stereotype of people having to walk miles to collect some water in areas of Africa, is commonly accepted around the world. The stereotypes represented in this video are used positively throughout this as it shows how women can be extremely strong; unlike how they are represented to be weak. It also follows the stereotype that women take care in their appearance; which the majority of females shown, follow. However, the stereotypes can be considered to have been used negatively, as the producers are not portraying a realistic picture of how hard their life actually is.
TIDE- The stereotypes used within the Tide advertisement have been used positively as the main image of the women shows her strength and how she isn't weak like females are made out to be. These stereotypes are common within this time period, however, in today's society, the advert would be labelled as sexist.
4. Who/what is underrepresented or misrepresented and why?
WATERAID- Through the entirety of the Water Aid advert, the people's struggles that they face throughout their lives are largely underrepresented. Their harsh reality is not portrayed to be as bad as it actually is. Realistically, these people would not be contently singing whilst they are facing famine and many other issues.
TIDE- Women are also misrepresented within the Tide advert as they are not going to be the only ones to do the washing and cleaning and have other roles within society.
5. How do the representations in the media product convey values, attitudes and beliefs about the world?
WATERAID- The representations in Water Aid convey that although these people are facing third world issues such as famine and dehydration, they still keep a positive attitude. However, this would not be completely truthful for everyone facing similar issues. The video also conveys the sense of community throughout, which contains positive aspects.
TIDE- Tide conveys how, during this time period, the attitude towards women was very different and that there were strong beliefs that the women should be complete household jobs such as washing and cleaning. Whereas men were considered the 'breadwinner' so wouldn't be involved with these duties.
6. How would the intended demographic/psycho-graphic respond to the representations in the piece?
WATERAID- The demographic in Water Aid would be the middle-class in a first world country who have the money accessible to donate. This demographic would respond in a more positive manner due to the advert being non-conventional and taking a different approach so that it can begin to reach audiences on a personal level once again. The psycho-graphic would be people who have a desire to make the world a better place and actively want to make a change.
TIDE- The demographic in Tide is clearly women that as either wives or mothers and have an active role in completing household chores, such as washing and cleaning. Although in today's era, women would be offended by this advert, during that time period, it would appeal to women. Moreover, the psycho-graphic would be men as well as essentially they are the ones who provide the income and will be physically purchasing the product.
7. How do the representations in the media product affect audiences?
WATERAID- The representations in the WaterAid advert has a huge impact on the audiences, by representing the young girl and her community in a different, non-conventional, manner, the audience will have a different response. Although the audience will be content with the outcome that has arisen from previous charity work, they still sympathize with those that are not so fortunate; leading them to donate.
TIDE- In the Tide advert, the way that the women are represented will affect whether the audience purchases the product or not. If the women felt as if they were misrepresented or represented in a negative manner, then they are much less likely to connect with the company or the product itself.
8. How do the audience responses to the representations reflect social, cultural and historical circumstances?
WATERAID- The audiences response to the representation emphasizes that there has been an obvious rise in charitable work and how much more willing people are to donate money to try and help those who are less fortunate. The responses also show that charities are now having to take a different approach when trying to connect with their audiences; as their previous manner was used so many times, that the audiences started to lack emotion and empathy when watching the adverts.
TIDE- The responses further emphasizes the social context of the women's role was to simply stay at home and complete domestic chores such as cooking, cleaning and washing. Where as the man's role was the 'breadwinner', so was out of the home during the day working. The cultural and historical context is also reflected through the audience's reaction. As this advert was released within a time period where it was accepted that these were the roles within the household, women did not get offended by such advertisements- unlike how they would nowadays. This was also produced after the war so society saw a rise in affluence and a 'consumer boom'. The slogans used within the advert imply that the product is the best they can get and essentially feeds into the audience's greed and their obsessive need for the best products on the market.
9. How are ‘versions’ of reality constructed in the media product? What are the ‘truths’ of this reality?
WATERAID- Truthful reality is definitely not shown within the WaterAid advert, as although we may want to believe that these less fortunate, communities manage to maintain such happiness, it is extremely unlikely when they face so many issues such as famine and have a lack of access to the necessities; such as clean water. However, it cannot be ruled out that some communities may in fact be this upbeat even though they face such terrible problems.
TIDE- The Tide advert manages to maintain a fairly truthful version of reality, as women did have this role within society and the company was correct to aim the advert towards them. However, women may not have been as accepting of their role as they are made out to be in the advert and may not have been as content with their position as the images suggest.
10. Why have the producers of the media product chosen to represent events, issues, individuals and social groups in this way?
WATERAID- The producer shave decided to represent the issues and individuals in this way as the audience is seemingly becoming emotionless and less sympathetic for the situation and the individuals in it. This is due to the sheer amount of times that they have watched adverts similar to this and essentially 'switch off' their emotions when they watch an advert like this. So by changing the manner in which they portray the issue impacts massively on how the audience are going to respond and are more likely to donate.
TIDE- Women are represented in such a way so that it can glorify not only their role in society, but also the product that the producers are trying to sell. The are portraying the product to be desirable and that all women should want to buy this.
11. What is the effect of historical context on the representations in the media product?
WATERAID- The responses also show that charities are now having to take a different approach when trying to connect with their audiences; as their previous manner was used so many times, that the audiences started to lack emotion and empathy when watching the adverts. The historical context also includes the wars that were occurring during the time of the advert release.
TIDE- The historical context is also reflected through the audience's reaction. As this advert was released within a time period where it was accepted that these were the roles within the household, women did not get offended by such advertisements- unlike how they would nowadays. This was also produced after the war so society saw a rise in affluence and a 'consumer boom'. The slogans used within the advert imply that the product is the best they can get and essentially feeds into the audience's greed and their obsessive need for the best products on the market.