Advertising case study 2: Represent NHS Blood campaign

1) What does BAME stand for?
BAME stands black,asian,minority and ethnicity.

2) Why is there a need for blood in the BAME community? 
Only 3% person of the BAME community donate however we need more donors from the BAME community. 

3) What does this advert want people to do once they've seen it ('call to action')?
The advert motivates others to donate blood and save other peoples lives.

4) Why is the advert called 'Represent'?
This is because it shows many people representing the BAME community.

5) Why have the producers chosen famous BAME celebrities to feature in the advert? 
The first black person we see is the lead Rapper of the advert NHS Blood campaign Lady Lashurr as she is famous for her rapping. The second black person we see is Nicola Adams as she is the Gold medal boxer. And Lastly we see the CEO of MOBO is Kanya King.

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
To show that they need more BAME background blood donors in the UK.

7) How does the advert match the key conventions of a typical rap music video?
It's very catchy and it has a good beat to it. And the lyrics also rhyme as well as it relates to NHS .There also low angle shots included to shown the power BAME background people have.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)It shows a disabled basketball player(Ade Apatian) in a wheelchair next to the Olympic Stadium. This has been deliberately used to show that anyone can be and Olympian and anyone could do anything.

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?
Some people could find this offensive or negative because if only 3% are donating their blood, whats the point of donating it because its not going to make a difference.

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
At the beginning when Lady Leshuur turns around, it is a long shot and we can see her costume which was a tracksuit which matched the music and the audience is us,her makeup is bright and eye catching so the viewer is attached,the setting is above a building is on the rooftop and there are many buildings around the music video.