Water aid

The advert opens with a mid-shot of radio against a rainy window, the diegetic sound of the accent connotes that this is England.

The sound bridge changes the scene to a dryer setting which a much warmer colour palette- first binary opposition.

Claudia starts singing sunshine on a rainy day- as more and more people appear in the video more sounds can be heard. These denotations build up the pragmatic choices made by the producers which ultimately leads to the syntematic meaning that; due to your donations as a British citizen you have provided water to communities such as Claudia's and are providing joy.

But the video ends with the anchorage 'but 650 million people still don't have access to clean drinking water'  this anchorage has the preferred reading that whilst this all seems great there's still more work to be done. But an oppositional audience may disagree and believe Wateraid is generalising across an entire continent.

Gerberner's theory, however, would argue that this ad delivers the same ideology any other charity ad has leading to people in Britain actually believing the whole of Africa is suffering from no water. This supports Gilroy's post-colonialist theory- Claudia and her community aren't explicitly given identities. They are seen as a group- albeit a rather happy group, but this is only because they have water, as the binary opposition has already been set up between Britain and Africa this trivialises poverty by generalising a stereotyping an entire race to a British audience.

These stereotypical representations are used because they deliver a very simple message that can be understood by a wide audience of one particular demographic.