Represent NHS Blood & Transplant campaign: blog tasks

 1) What does BAME stand for?

Black, Asian, minority ethnic

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

There's a need of blood for BAME community because there are only 3% of black and asian donners who donates blood for BAME community.

3) What does this advert want people to do once they've seen it (the 'call to action')?
They want them do donate blood and reflect on how much they've done for the world, and that the audience need to help change the community.

4) Why is the advert called 'Represent'?
The advert is called represent because they want to show how each individual and group can distribute in the community.

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.

-Producers chose famous BAME celebrities in the advert because they want to influence BAME community to help those who needs help e.g.
  • Ade Adepitan, he is famous for playing basketball even with a disability and he's famous for being a television presenter.
  • Nicola Adams, she is famous because she won the Olympic gold medalist.
  • Chuka Umunna, he is famous because of the Labour MP.
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-pace long shot part with three empty chairs shows that there are only 3% people who helps BAME community.

7) How does the advert match the key conventions of a typical urban music video?
The advert match the key conventions of a typical urban music video because it's filmed in a roof in London, it's a rap music and shows multiple peoples with their hobbies and what they are famous for.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
The advert subvert stereotypes by showing unusual genders doing unexpected things, such as Nicola Adams, they also showed Ade Adepitan who is a basketball player and has disability, and the female dancer who looks a little young.

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 reinforce certain stereotypes of the BAME community by showing unusual roles within the community to show that the audience can be anyone as long as they can take part and cooperate within the community, however this might offend or hurt some audience because some part of the advert shows the world that the BAME community doesn't help each other.

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

From 0:56, it's a medium shot which shows the half of the background to show where she is. Lady Leshurr's costume is a modern type of clothes, which connotes that she's in the present and not living in the past because of how the generation today is very different from before, the lighting is a high key lighting, which connotes that they can donate blood when it's still early before it's too late.

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