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Clio Award for Innovation and Creative Excellence, and nominated for the music video category in the 59th Grammys

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1950s advert for tide washing up product. traditional view of women enjoying housework and men being expected to provide for them

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Follows the story of Claudia and her average day going to get water.Advert moves away from traditional charity adverts that try to gain sympathy or guilt trip the viewer, this instead shows the first hand impact their donation can have.

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A monster movie produced by Hammer production company that came after other monster movies. It was released in 1963. Hammer productions was famous for creating scary movies. 

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A monster movie produced by Hammer production company that came after other monster movies. It was released in 1963. Hammer productions was famous for creating scary movies. 

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Sam

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Representation - Levi-Strauss Binary oppositions:

Black vs white

Old vs young

Citizens vs police

Male vs female

Historical slave trade vs modern black empowerment

Beyoncé vs US government

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Right-wing broadsheet newspaper. Target audience - A, B, C1, higher education. Uses more complex vocabulary, with less pictures than tabloids

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stereotypical representation of women as a housewife. Conveys ideologies of the 1950s. Representation shown through image and language of the text "Tide's got what women want". Clear target audience due to this representation.

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unconventional in the sense that it shows the characters happy and having lots of water in comparison to the sad melancholy adverts usually made for this kind of issue where the idea of extreme poverty is definitely upheld. Instead, wateraid uses a juxtaposition between privileged England where people complain about the weather on the radio, in comparison to the characters in Africa working and singing and laughing despite the temperatures

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Kiss of the Vampire was intended to be the sequel to 1958's Dracula, however it makes no reference to Stoker's character.

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Kye                                       There was an emphasise on the film being in colour instead of black and white which was different for the 60's and that time.  

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Kye                                       There was an emphasise on the film being in colour instead of black and white which was different for the 60's and that time.  

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Tide commercials were linked to other similar portrayals of women in the media during the 50s portraying stereotypes that men should always be dominant. They set an enigma that all women seem to love cleaning, and they clean with other women in order to please their husbands

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Mise-en-scene shows one of the females being a victim and helpless, a stereotypical presentation of women. However, the other women is more 'aggressive' and dominant with her being taller than one of the males who is on his knees below her.

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positive representation through the use of diegetic sound (girl singing a previously popular song) and scenes of children playing and smiling. This conveys the positive impact of WaterAid as a charity. Unconventional for a charity/WaterAid advert as they usually show problems they want to fix, rather than what they have achieved.

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Right-wing tabloid newspaper. Target audience - C2, D, E. Uses less complex vocabulary and more sensationalised language, with more pictures than broadsheets

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Editing and camera

Video is cut together as a montage, of different clips to suggest different meanings of different parts of the song.

The subjects filmed link to the lyrics within the song.

There is no actual narrative within the song, the song is a mash of ideas and meanings, that are ultimately out of control, like a “Riptide”.

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the Film is often seen through a male gaze, which is an important trope (forgot the word not sure if it’s trope) which features in many movies like this genre the damsel in distress often looks for help from a man

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Tide was created by the Proctor and Gamble company. It was famous for removing dirt and grease, whilst being gentle on clothes.

Adverts like Tide pushed women back into the housewife lifestyle after many had had war time jobs. Many wanted to carry on with working and providing for their families

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critical language used to question Theresa May's actions and parliament. Anchored by image of May looking tearful in car

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bell hooks feminist theory:
the women seen within the video are predominantly blonde, skinny, westernised women, which supports the idea that women with these features have the most exploitation in media. The use of women with these features and using lyrics such as "closest thing to Michelle Pfeiffer" (an actress known for her beauty) , sets an unrealistic beauty standard for all women.

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images/scenes reflect the lyrics consistently throughout the song, makes it hard to have different readings of the song because i is so literal in many parts.

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Vampiric codes and conventions used - blood, the font looking 'wooden' like a coffin, stake, bats. However, it is strange in the poster as the bats are attacking the vampire, whilst it is typically seen that bats and vampires are friends - this links to the ending of KOTV, where the bats kill the vampires (it's very confusing and weird).

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Kye                                           The Times is a subsidary of New's Uk which is a subsidary News Corp which is owned by Rupert Murdoch.

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Kye                                           The Times is a subsidary of New's Uk which is a subsidary News Corp which is owned by Rupert Murdoch.

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Very politically biased towards the right wing, this in turn shows the target audience the daily mirror may have, middle class between ages of 25+

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uses footage from a documentary That B.E.A.T. about distinct music subcultures in America. But the documentary isn't credited in the mv

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The use of handheld camera shots and indirect mode of address made by Claudia connote that the audience is following her story, but Water Aid rather than she herself have constructed this narrative for us.

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PHONE HACKING SCANDAL!!!!! this involved a group of journalists including senior editor at the time Piers Morgan who admitted to listening to the phone messages, Piers Morgan has been called out multiple times for his fat shaming, making fun of the LGBTQ+ community etc..

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Targeted at the female audience however women started taking on jobs during the war but it was still targeted.
Post-war consumer boom - advancements in technology

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binary opposition between the young boy and the police shown through camera angles (high angle on boy, low angle on police), costume (boy in casual clothing, police in uniform), positioning (multiple police men lined up, one boy on his own), lighting (lighting on the boy, lighting behind the police), etc.

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This advert (titled Rain For Good) stars 16 year-old Zambian student Claudia and aims to show how communities benefit from clean water by depicting everyday chores such as farming and laundry.

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The images link to the lyrics. E.g. “Friends are turning green” shows bank note, representation, metaphor used throughout.

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an indie music video, meaning its low budget, and often unconventional to other mainstream videos. Aimed at a younger audience, indie/folk pop fans.

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Steve Neil - Genre theory - Riptide is part of that difference and variation, it shows this by being quite Indie but it offers variation so it goes against the theory where he says that indie music is dominated by repetition.

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Objectification of women, when the woman is holding the mic and singing she has blood around her neck, loose clothing on, suggestions that women are there to be looked at. (“Object”)

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Owned by rupert murdoch who has an estimated net worth of over 24 billion pounds !!!! shows the power he has over the media, murdoch has always been found guilty to switch political sides in his newspapers in order to gain power personally

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Kye                                           The use of establishing shots at the beginning in the morning paired with the long shot of Claudia walking home as the sunsets, encodes the passage of time to the viewer, conveying the struggle it is for Claudia and everyone else to collect water every day. 

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Kye                                           The use of establishing shots at the beginning in the morning paired with the long shot of Claudia walking home as the sunsets, encodes the passage of time to the viewer, conveying the struggle it is for Claudia and everyone else to collect water every day. 

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More supportive of Theresa May, criticises other MP's by saying they "plunged Britain into chaos"

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The dominant woman is presented like a monster; she looks like she is about to attack the man beneath her (or she is swatting away the bat), and she is also barefoot.

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Barthes’ Semantic Code could be applied to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is “what women want” (in addition to clean laundry!).

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numerous connotations to the title - heavy representation of the theme of vampires. blood, cloaks, bats, night, red and black colour pallette, The V in the title represents a vampire tooth

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Main female role, challenging male  dominance in the film

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Women wearing white/nude-coloured dresses. White has connotations of being pure and innocent. The nude-ish colour sexualises the women more, appealing to the male gaze.

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I can't remember exactly but the credits consist of either fully men or mostly men, showing how men were more in power at the time.