Water Aid ad

in the water aid charity advert, there are many technical codes to provoke responses as well as emotions to connect with the target audience.
the main target audience for the wateraid advert is mainly middle aged older people. this can be obvious to the audience as at the ending, it promotes the advert by telling viewers to text sunny to the number to donate £3 a month. this is clearly targeted at an older audience since they are more likely to be able to donate. in the advert, the landscape in Africa in the beginning is represented as dry due to the close up of the crops. then following that, the colours start to brighten as the overall tone of the advert begins to become more positive.
the song sun shine on a rainy day presented in the advert links to the target audience which are adults in their 30s. the song was made in 1990s which is when the target audience was younger which we give them a sense of nostalgia. The director of the advert uses warm colours/tones in order to speak with the audience. To audiences, these warm colours connote a sense of safety which makes them feel happy for the community. The directors of the advert have decided to name the main character as it allows the audience to feel a personal connection to the person as if they know them personally.
the use of camera shots allows audiences to focus more on what the advert and director is trying to show us. an example of this is in the beginning of the advert when they use a wide shot to give audiences a good look what the landscape looks like. another example is when they use a close up on the main characters face which allows audiences to see the emotion in her face. one other way they use close up in the advert is to show the main focus. in the Water Aid advert, iconography is used a sweater is presented as a motif in every scene. nearing the end of the advert, sun shines on the water which allows audiences to realise not to take advantage of water as people in poorer countries see it as a necessity as well as valuable and precious.

Vance Joy's Riptide

Vance Joy's Riptide is an indie music video which has an intertextual genre of horror implemented into it. there is a key representation of genre in the music video mainly focused on women. the women in the video seem to be sexualised. for example, in the beginning of the video, the woman seems to be at the dentist fearing for her safety. later on, we then see another woman at the seaside removing her bathing suit while the audience is in the view of someone looking at her from behind. this can be said to be the male gaze as each woman in the video can be seen in either a vulnerable state or sexualised. another thing is that it also gives slight glimpses of women being abused by most likely, men. this can be a reference to David Lynch's Blue Velvet where the woman is a famous singer and she is continuously abused by her "lover" while someone is watching from a hiding place. this is a directly referenced in Riptide as the female singer progressively becomes more traumatised and distraught. Another use of intertextuality in the music video is reference from the work of director Wes Anderson.