Advertising case study 2: Represent NHS Blood campaign
1) What does BAME stand for?
B is Black A is Asian M is Minority E is Ethnicity
2) Why is there a need for blood in the BAME community?
3) What does this advert want people to do once they've seen it (the 'call to action')?
The advert wants young adults of ethnic minorities to become blood donors as soon as they have viewed the advert. This means that there will be an increase of blood donors in the BAME community.
4) Why is the advert called 'Represent'?
The reason why this advert is called represent is because its asking people in the BAME community to support their ethnicity though being a blood donor.
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.
A BAME celebrity that appears in the video is Lady Leshurr; she is a well-known-rapper Another BAME celebrity that appears in the video is Ade Adaption is a former well-known wheelchair basketball player and now British Television Presenter. The founder of the MOBO Awards Kanya King is also featured in this video. She is known for founding the MOBO Awards now one of the biggest musical festivals in Europe. .
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
There are 3 chairs to emphasis the 3% of blood donors who originate from the BAME community, it is claiming that if more people do not give blood the result is death.
7) How does the advert match the key conventions of a typical urban music video?
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)It shows an Indian man who is successful but it is stereotyped that Indians are mostly doctors. Disability is subverted in the advert.who is famous basketball player known for playing in a wheelchair. This shows that people with disabilities are capable of carrying out everyday activities and they shouldn't be looked down upon. Another stereotype that is subverted is femininity because there is a woman shown being a trainer a typical masculine job being carried out.
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?
It could offend people because they want to help but they can’t because they may have disability or they may think people don’t think they don’t help when they actually do.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
One of the camera shots is at 1 minute of the video. it is a man in a medium close up.Chuka Harrison Umunna is a British politician who has been the Member of Parliament.He was a member of the Labour Party until 2019.
B is Black A is Asian M is Minority E is Ethnicity
2) Why is there a need for blood in the BAME community?
There is a need for blood in the BAME community because only 3% of blood donors are of black or Asian heritage therefore blood in these heritage are rare.So if there is blood needed for a blood transfusion on a Black or Asian person there isn't enough to support the person.
The advert wants young adults of ethnic minorities to become blood donors as soon as they have viewed the advert. This means that there will be an increase of blood donors in the BAME community.
4) Why is the advert called 'Represent'?
The reason why this advert is called represent is because its asking people in the BAME community to support their ethnicity though being a blood donor.
A BAME celebrity that appears in the video is Lady Leshurr; she is a well-known-rapper Another BAME celebrity that appears in the video is Ade Adaption is a former well-known wheelchair basketball player and now British Television Presenter. The founder of the MOBO Awards Kanya King is also featured in this video. She is known for founding the MOBO Awards now one of the biggest musical festivals in Europe. .
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
There are 3 chairs to emphasis the 3% of blood donors who originate from the BAME community, it is claiming that if more people do not give blood the result is death.
7) How does the advert match the key conventions of a typical urban music video?
Key conventions of a typical urban video is showing urban areas and wearing sportswear as shown by Lady Leshurr. Another example is the 3 chairs which may represent that 3 percent of blood that is been donated.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)It shows an Indian man who is successful but it is stereotyped that Indians are mostly doctors. Disability is subverted in the advert.who is famous basketball player known for playing in a wheelchair. This shows that people with disabilities are capable of carrying out everyday activities and they shouldn't be looked down upon. Another stereotype that is subverted is femininity because there is a woman shown being a trainer a typical masculine job being carried out.
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?
It could offend people because they want to help but they can’t because they may have disability or they may think people don’t think they don’t help when they actually do.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
One of the camera shots is at 1 minute of the video. it is a man in a medium close up.Chuka Harrison Umunna is a British politician who has been the Member of Parliament.He was a member of the Labour Party until 2019.
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