Levi-Strauss investigated the idea that texts can be understood through an examination of their underlining structures. He believed that meanings are created through pairs of oppositions which he called BINARY OPPOSITES. He suggested that the way these binary opposites are resolved to have ideological signification and as such communicate meanings to the audience.
Levi-Strauss theory can be applied to the WaterAid advertisement, for example Binary Opposites are constructed through the selective images used in the water aid avert, the juxtaposition of the wet British day and the diegetic audio code for the weather forecast with the parched ground of Africa constructs two different worlds, and demands that the audience examines and does not appreciate rain.
Molly Goldthorpe Media 