Oxfam - "Her love can't keep him safe"

Ideology:
The ideology in this Oxfam advertisement is that simply, there is not enough clean water in Africa. "Her love can't keep him safe", the anchorage tells the picture's story; that the mother cannot (as much as she tries) for fill her maternal duties due to her lack of supplies and the harshness of the area she lives in.

Visuals/Iconography:
The Oxfam advertisement for clean water has a denotation of a poor, African mother nurturing her child. The child is used to tap into paternal and maternal instincts of the audience which gains their attention and affection.

Lines of Appeal: 
The advert then says "£3 from you can"; this personal message puts the audience in a position of reward and punishment. If the viewer ignores the advert, it's intention is to make the viewer feel guilty and stingy. If a viewer donates, their paternal and maternal needs are for filled as they have given another person a sense of 'love and belonging,' this is the audience's reward for helping. This advert reaches out to all classifications of audience, but more specifically the Successors and the Aspirers. The Aspirer's need for admiration is filled, and the Successor is expected to give up only a little of their wealth to help others.