Oxfam Vs WaterAid
Oxfam Vs WaterAid
Oxfam and WaterAid are two charities that work around the world but are particularly associated with the poorer areas of Africa. Both charities have recently made adverts that attempt to break the mould with more positive messages about success rather than pitiful pleas. The Water Aid advert was made by a group called Atomic London who sought out to make an advert that sends out a more cheerful message. WaterAid's new advertisement style followed the Oxfam campaign from a year before titled "We Won't Live With Poverty" which had a similar style.
An old WaterAid advert and old Oxfam advert: Above.
The tone of these adverts is highly positive. Both adverts use upbeat music which projects a lighter tone. It could be said that the Oxfam advert has a more positive and fast paced rhythm which is more likely to inspire people to take action and donate. In this aspect it could be said that Oxfam is more effective at getting its message across. Compare this music to the music in the older adverts and its a much different story. The music in the old Water Aid advert is sparse and when it is there its sombre in fashion. Similarly the old Oxfam advert uses slow and melancholic piano music alongside long and harrowing notes to create a sad tone designed to provoke an emotional response. In my opinion the more upbeat music is far more effective as it helps the community aspect of helping together.
A voice over is a common theme especially in the older adverts. It is common for the voice over to use personal pronouns such as "you" to directly address the audience. This could be seen as a manipulative tactic to make the audience feel guilty. This would certainly be the view of those with an oppositional reading to the adverts. These pronouns are common in the older adverts telling the audience what "you can do" about the situation shown. Compare this to the modern Oxfam advert. Here the voice over is replaced by on screen narrators from all walks of life talking about coming together to end poverty. The use of "you" is replaced by "we" and "us" which promotes a more collaborative stance on charitable donations.
It should be noted how little of a voice is given to the people in the videos. While both WaterAid and Oxfam now have adverts with the people themselves speaking all of the old advert simply have the people being spoken for by a narrator. This could be seen as patronising or restrictive as it doesn't allow the people their own voice.
Overall there is definitely an improvement in how these adverts are presented however in my opinion there is still a way to go as for how these adverts represent whole nations as being impoverished and much should be done to fix this stereotyping.
An old WaterAid advert and old Oxfam advert: Above.
The tone of these adverts is highly positive. Both adverts use upbeat music which projects a lighter tone. It could be said that the Oxfam advert has a more positive and fast paced rhythm which is more likely to inspire people to take action and donate. In this aspect it could be said that Oxfam is more effective at getting its message across. Compare this music to the music in the older adverts and its a much different story. The music in the old Water Aid advert is sparse and when it is there its sombre in fashion. Similarly the old Oxfam advert uses slow and melancholic piano music alongside long and harrowing notes to create a sad tone designed to provoke an emotional response. In my opinion the more upbeat music is far more effective as it helps the community aspect of helping together.
A voice over is a common theme especially in the older adverts. It is common for the voice over to use personal pronouns such as "you" to directly address the audience. This could be seen as a manipulative tactic to make the audience feel guilty. This would certainly be the view of those with an oppositional reading to the adverts. These pronouns are common in the older adverts telling the audience what "you can do" about the situation shown. Compare this to the modern Oxfam advert. Here the voice over is replaced by on screen narrators from all walks of life talking about coming together to end poverty. The use of "you" is replaced by "we" and "us" which promotes a more collaborative stance on charitable donations.
It should be noted how little of a voice is given to the people in the videos. While both WaterAid and Oxfam now have adverts with the people themselves speaking all of the old advert simply have the people being spoken for by a narrator. This could be seen as patronising or restrictive as it doesn't allow the people their own voice.
Overall there is definitely an improvement in how these adverts are presented however in my opinion there is still a way to go as for how these adverts represent whole nations as being impoverished and much should be done to fix this stereotyping.
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