The target audience is mainly focused at the middle aged/middle class because the opening scene is set in what looks to be a middle class/ middle aged house.There is radio playing sound about the weather being bad. the weather is raining outside as you  can see through the window which also links with the lighting as it gives of the cold vibe due to the blue tinting  






How is the landscape of Africa represented in the advert ?

Africa is represented as warm and dry due to the red/brown tinting. the sound is also completely different compared to the opening scene at the uk there is chirping of birds or insects  




How are the people in Africa represented in the advert ?

Africa is represented as a very dry area at the start.then in turns into an open community ,very friendly and fun. it is also represented as grateful 


How is the UK represented in the advert ?


What is the central message of the advert and how does it achieve this ?


Does the advert follow or subvert the conventions of the  charity advert genre ?