Represent NHS Blood & Transplant campaign

Represent NHS Blood & 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?
Donors with Black or Asian heritage are more likely to be rare blood types.

3) What does this advert want people to do once they've seen it ('call to action')?
They want people to go and donate blood.

4) Why is the advert called 'Represent'?
It is called 'Represent' because it is trying to tell people from the BAME community to support their own ethnicity.

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.
Ade Adepitan is a wheelchair basketball player.
Nicola Adams is is record breaking Olympian
Chuka Umunna is a MP

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It has connotations of of death, the consequences of not giving blood.It also makes BAME people guilty that they aren't donating enough blood.

7) How does the advert match the key conventions of a typical rap music video?
-
The advert matches the key conventions of a typical rap music because it is set in an urban area and the main actor ( Lady Leshurr) is wearing sportswear.

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

The race/ethnicity aspect subverts BAME sterotypes because there is a black scientist although scientist are mainly associated with people of white culture.Gender is being subverted also as boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.

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?

Race and ethnicity is reinforcing black sterotypes as black actors are associated with jobs such as:footballer,singers,dancers.Gender of women reinforces sterotypes likes fashion and dancing.
A Music video in an urban area reinforces working class sterotypes.


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

0.04-0.15

 Costume- Sports wear is worn to reinforce the urban background.
Lighting- Mid-day , dark and gloomy sunlight to reinforce London's miserable weather.
Actor- Lady Leshurr , a British grime and hip hop rapper,singer and producer .
Makeup-Makeup is used on Lady Leshurr which reinforce the stereotype that women need to look attractive at all times.
Props- No props used.
Setting- Music video is set in London , on top of a roof top which is dirty and old.
















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