Represent NHS Blood & Transplant campaign
1) What does BAME stand for?
BAME stands for Black,Asian and minority ethinic.
2) Why is there a need for blood in the BAME community? Blood is needed becasue only 3% of Black and Asian give blood to people who need it.
3) What does this advert want people to do once they've seen it (the 'call to action')? They want the people to book an appointment to donate they blood right after they have seen the advert of Lady Leshurr.
4) Why is the advert called 'Represent'? The advert is called represent becasue the advert tells people that are Blackand Asian to donate to represent that ethnicity5) 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. So they will follow what the celebraty does so then they could do what the celebraty does.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert? There is a slow paced shot of empy chairs to show that no BAME comes to donate blood
7) How does the advert match the key conventions of a typical urban music video?
This matches the key convention because the lyrics are about donating blood but the background is a typical urbun area.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)There is femininity in the video as well as working class people and people who are disable but are still happy as masculinity which is also in the music video.
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? Yes people can think this is offensive because it is reffering to people in certain ethinicity.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).The scene where a woman is sitting on a chair near a desk with a laptop on it, is wearing black and white clothes that can suggest death, becasue of the people who don't donate blood to peoiple who critically need it.The setting looks like a hospital reception that can suggest that people come to her to sign up for the blood donation.
BAME stands for Black,Asian and minority ethinic.
2) Why is there a need for blood in the BAME community? Blood is needed becasue only 3% of Black and Asian give blood to people who need it.
4) Why is the advert called 'Represent'? The advert is called represent becasue the advert tells people that are Blackand Asian to donate to represent that ethnicity5) 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. So they will follow what the celebraty does so then they could do what the celebraty does.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert? There is a slow paced shot of empy chairs to show that no BAME comes to donate blood
7) How does the advert match the key conventions of a typical urban music video?
This matches the key convention because the lyrics are about donating blood but the background is a typical urbun area.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)There is femininity in the video as well as working class people and people who are disable but are still happy as masculinity which is also in the music video.
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? Yes people can think this is offensive because it is reffering to people in certain ethinicity.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).The scene where a woman is sitting on a chair near a desk with a laptop on it, is wearing black and white clothes that can suggest death, becasue of the people who don't donate blood to peoiple who critically need it.The setting looks like a hospital reception that can suggest that people come to her to sign up for the blood donation.
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