The use of the song, one many people recognise, effectively sells the advert. The song, sunshine on a rainy day, was released back in 1991, 25 years before this Wateraid advert was released- this allows for nostalgia to attract people to the advert. This use of nostalgia suggests that the target audience for the advert is people around 30-40 as they’re more likely to know the song. The song further helps as it's British, and popular, it included 'Claudia', her story, and community into our lives through this. Claudia singing the song ‘sunshine on a rainy day’ is supposed to encourage audiences to share some ‘sunshine’ in the form of donations. Like the use of the song, the use of Claudia encourages audiences to relate with her and her story; which is furthered by the website. Again, following on with the demographic of 30-40 years old, these people may relate Claudia with there own children, and will be encouraged to donate.
The Oxfam advert is fast paced and is quite positive, more so than previous Oxfam adverts, this could inspire more people to donate to the charity. Unlike many other charity adverts, this one doesn’t intend to create an sad emotional response from the audience and almost guilt trip them, it instead shows the improvements the charity has already made in 15 years; audiences can see what the charity have done and are prompted to donate. This advert doesn't tell the story of a person living in the conditions they're trying to change, instead it shows a variety of people saying they won't put up with poverty any longer. The use of the variety of people, shows to the audience that everyone can help, even them. The use of the word 'together', along with the song, connotes they're standing together to stop poverty, and that together we can beat poverty. This message includes the audiences at home, and the sense of unity and togetherness encourages them to help.
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