Represent NHS Blood & Transplant 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 because the blood is rare and there is no enough Asian or black donating their blood. 

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

The advert wants people who come across it to donate their blood to the NHS

4) Why is the advert called 'Represent'?

The adverts called 'Represent' to inspire young donators to feel like role models and believe they did a heroic deed in helping people in the same ethnicity as them, it also helps them step up and represent their background.

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.

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

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

The connotation of the three chairs make the audience think about how only 3% of black and Asians who have donated their blood while the emptiness of the chairs shows how patience who don't relieve the blood needed would end up dying. As well as this, the slow-pace camera work shows the true intentions of the music video and the message that they want to portray to the audience.

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 as its been filmed on top of a London rooftop showing off in the view different skyscrapers and buildings. It has fast pace shots to show off all the different areas in a city.

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

The advert subverts stereotypes as it contains people from different ethnicity that are completing jobs that most people would see as a 'white' persons job as Mariah Idrssi is a Muslim model. It shows more females doing what they enjoy even if society sees it as a masculine job as Nicola Adams purses her dream as a famous boxer. In the athletic department, wheelchair Olympics basketball player Ade Adeption proves to society that anything is possible if you never give up.

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?

A opposition reading of the BAME community from the advert is that the only way to attract the attention of younger black teens is to produce the important malformation in rap form as that what society assumes they listen to. Also, the advert was filmed on top of a rooftop reinforcing the stereotype of Asians and black living in such an environment.

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

Trough out the advert, there was a medium shot of a women in a white coat connoting that she was a scientist. She was Asian and seemed to be working hard showing that anyone could do this job as it requires commitment and resilience. She was shown as professional this implies that she had a great education with a high degree showing the power she held in that camera shot. In addition the whole scene is presenting to the audience that no matter your background, religion, race or sexuality that you can achieve anything if you put in the forte and never give up.