Represent NHS Blood & Transplant campaign

 1) What does BAME stand for?

Black, Asian , Minority ethnic.

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

Because the minority of poeple in European countries are white so when there is a lack for blood from the BAME community.

3) What does this advert want people to do once they've seen it (the 'call to action')?
To go to there nearest blood donation center and donate their blood for the people in need.

4) Why is the advert called 'Represent'?
Because they are showing all different kinds of people from around the world and representing them confidently.

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.

Lady Leshurr - She is a black female rapper who rose to fame after her series of rap songs and she raps for the complete advert. She has been used to represent for the black people and females so they can relate to her and feel encouraged to donate blood.

Ade Adapitan - He is a TV presenter and wheel chair basketball player who could have been used to represent those in the diables commuity to encourage them that they can donate too.

Nicola Adams - She is a record breaking Oylimpian who could have been shown to once again represent females.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The chairs are empty suggesting that not many BAME people donate blood showing the lack of engagement in that community.

7) How does the advert match the key conventions of a typical urban music video?
This advert matches the typical urban music video as it shows a strong message and clearly displays strong emotions.

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

• Subverting stereo types - Female rapper as typically we see male rappers with bold personalities making songs like those.
• Subverting- Disabled people as it's showing a variation of different kinds of people.
• Subverting - Variety of ethnic backgrounds in attempt to communicate there main message to the audience.

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 to this advert could be that people could find offense to this advert as they're particularly categorizing 'strange' or 'different' people making it seem like they are classed in a different category compared to 'regular people'.

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

The advert uses a range of camera shots, from quick close ups to slow-paced long shots, including direct contact with the camera which makes it feel as though it's a one-on-one conversation. This keeps the audience engaged and draws their focus onto the video, which helps raise more awareness for the message.