Adverting CSP 3: Represent NHS Blood campaign

 1. What does BAME stand for?

BAME stands for Black Asian and minority ethnic.

2. Why is there a need for blood in the BAME community? 

There is a need for blood in the BAME community because Asian and black minority people have rare blood types that they can easily find similar to their heritage.

3.  What does this advert want people to do once they've seen it (the 'call to action')?

This advert "The Call to Action" wants people to understand and be able to identify the message that by donating blood you are helping, saving lives, and making a difference.

4.  Why is the advert called 'Represent'?

The advert is called Represent because that is also what famous people, and celebrities are doing, they are representing what people of the BAME community should be doing- donating blood. The letter E in the center of the video titled "REPRESENT" is highlighted in red as a symbol for blood.

5. Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

They have used famous people such as Olympian Nicola Adams, Wheelchair champion, Chuka Umunna MP. They have chosen these famous BAME celebrities to feature in the advert because no matter how famous or ordinary you are, you still need blood so by being helpful you can give blood to the people that need it the most.

6.  What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

The connotations of the slow-paced long shot of empty chairs at the end of the advert suggest that there are not enough people of different races, and heritage that want to give their blood to others.

7. How does the advert match the key conventions of a typical urban music video?

The advert matches the key conventions of a typical urban music video by rapping to show how enthusiastic she is about the topic. They also have a storyline that fits with the song/theme. It also shows real-life scenarios to convey its message emotionally.

8. How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability, etc.) 

The advert subverts stereotypes that no matter what class you are anyone can donate whether they are rich or poor.   The advert shows a subverted stereotype by showing the scientist as a female and wearing a hijab, they also showed Nicola Adams boxing as boxing is usually a sport for men, and a disabled person who plays basketball.

9. How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

The advert reinforces certain stereotypes of the BAME community in that it shows that no matter what race, gender, religion, disability,class/ability you have you can succeed. The audience might get offended as there are not many Black and Asian donors.

10. Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

From 0.32 there is a long shot that shows the characters and their full body while sitting down costume of the character shows that she is wearing a white dress which connotes that she is pure and still as she is wearing a pencil dress, and the difference is that her dress won't be able to get go anywhere. that easily which also links to the advert as the advert also connotes that they can be anything even if anyone or something tries to stop them. The lighting is high key lightning to show its importance that it shows success and light. It shows even though she is CEO and wearing a hijab that she is successful in running a company.