Advertising case study 3: Represent NHS Blood campaign

 1) What does BAME stand for?

Black Minority ethnic. 

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

There's a need for black and Asian donors as there is only 3% that has donated in the last year. 

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

They want more young black and Asian people to donate blood and save lives. 

4) Why is the advert called 'Represent'?

The advert is called Represent so young people could feel good about themselves and feel proud that they are helping to save people's lives. They will feel happy that they're helping people that are the same ethnicity and represent their ethnicity.  

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of 


The producer has chosen famous BAME celebrities such as Nicola Adams, Chuka Umunna, Ade Adepitan and Kanya King 

three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.


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

The connotation of three chairs make the audience think about how only 3% of black and Asians who have donated their blood. The emptiness of the chairs shows how patients who don't receive the blood they need they will end up dying. The empty chairs represents the whole meaning of the video. 

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

The advert matches the key conventions f a typical urban music video as its been filmed on the top of London rooftop. It has fast pace shots to show off all the different area. In most of the advert you can see Lady Leshurr on a parking lot, rapping. 

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, 

age, class, disability/ability etc.) 
The advert stereotypes by having different ethnicity's included in the advert not only white people. There are different people from different ethnicity's completing different jobs that most people would see as a 'white' person job Mariah Idrssi is a muslim model. It shows more females working as things they enjoy, Many people must've been so shocked to see Nicola Adams as a boxer as society believes only men can be boxers 


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 oppositional reading of this advert is it reinforces the stereotype that the only way to a attract and catch the attention of young black teenagers is by using grime music which society thinks and believes that black young teenagers only listen to rap music and grime. Plus the fact that the advert was filmed on a London roof top which reinforces the stereotype of Asian and black people live in these types environments.

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

the empty chairs tells people that there is only 3% that has donated blood, if more black and Asian people don't donate blood people will die. 

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