Represent NHS Blood and Transplant Campaign
1) What does BAME stand for?
Black, Asian and Minority Ethnic
2) Why is there a need for blood in the BAME community? There are only 3% of the BAME community giving blood and our blood type is in high demand.
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want people to go and give blood to the people in there community.
4) Why is the advert called 'Represent'?
4) Why is the advert called 'Represent'?
The advert is called "Represent" because it aims to attract the attention of lesser advertised people. They want minorities to represent themselves and help the people that are sick of need it , in there communities.
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.
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.
Nicola Adams ,Ade Adepitan and Chuka Umunna
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
That there are not enough people of black and asian heritage that are blood donors and those empty seats should be filled by young healthy people. If we are willing to help our own.
7) How does the advert match the key conventions of a typical urban music video?
7) How does the advert match the key conventions of a typical urban music video?
The advert is filmed around London in urban areas where black and asian people are stereotypically found in eg. estates
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The CEO of MOBO , Kanya King is sat behind a desk with her natural hair out, Ade Adepitan , the wheelchair basketballer, is placed infront of the Olympic stadium and Nicola Adams , the female boxer.
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?
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?
Most of the black people in the advert are portrayed as entertainers,basketballer,actor,rapper. Reinforcing the stereotype that black people are only good for being athletic or entertaining other people.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The camera shot used in this advert are close up shots to create a personal connection to the people. Lady Leshur is wearing the clothes she usually wears in her music video, Chukka is wearing a suit because he was an MP, Nicola Adams was wearing her boxing gloves in the ring, and kanya king is wearing a pants suit behind her desk. The lighting used was probably natural light. The people in this advert are all influential, a boxer(Nicola Adams),an MP(Chukka), a basketballer(Ade Adepitan) , a rapper(Lady Leshur) and many more. There are no noteable props used in the advert. The setting has a Londoner feel to it, most of it filmed in places where people grew up eg. estate. These places connect you people and bring nostalgia to them.
3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of the niche BAME audience?
4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question. The genre they use is mostly rap/hip hop, which they stereotypicaly want to target towards a young and or black audience.
Grade 8/9 extension tasks
2) How is celebrity endorsement or star power used to make the campaign stand out?
1) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign? They want you to bring more attention to the advert so when they release a follow-up on the advert they hoped there would possibly be more people to come forward and donate. In te "B positive" campaign they stated the facts which maybe had people more interested in it. Therefore expanding the Represent campagin.
They use star power to help young people relate to the campaign therefore making it stand out more to us.
3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of the niche BAME audience?
Lady Leshur is a Birmingham rapper who got big in 2016 for one of her songs, Ade Adepitan is a Paralympian and Kanya King is the CEO of MOBO , she founded it. MOBO stands for music of black origin, it rewards black musicans . They all help the campagin as they're all people that young black kids can look up to.
4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question. The genre they use is mostly rap/hip hop, which they stereotypicaly want to target towards a young and or black audience.
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