Represent NHS Blood & Transplant campaign: blog tasks

 


1) What does BAME stand for?
Black Asian Minority ethnicities.

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

There is a need for blood as only 3% of BAME contribute to blood donations therefore making it harder to treat illnesses within that particular ethnic group.

3) What does this advert want people to do once they've seen it ('call to action')?
It is called 'Represent' as they want more Black and Asian communities to step up and donate in order to help those who need it by saving their lives with blood.
4) Why is the advert called 'Represent'?
It is called 'Represent' as they want more Black and Asian communities to step up and donate in order to help those who need it by saving their lives with blood.

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.
example of three well-known people who appear in the advert and why they are famous.
One reason why they've used famous BAME celebrities would be due to persuading the audience and their fans (who are most likely to be Black/Asian) to step up and donate like they did. Also, they have been used to influence the audience into thinking that the BAME community is powerful and strong (such as Nicola Adams- Boxer, Kanya King- MOBO CEO and Chuka Umana- MP) therefore as a unity should represent and donate blood.

6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The effect of the long shot, empty chairs could connote to the lack of BAME donors that NHS are receiving therefore they've used this as a call to action for the viewers. Another thing could be the use of a slow-paced shot that moves closer to the chairs which can be a way to influence the audience to get up and donate.
7) How does the advert match the key conventions of a typical rap music video?
The advert matches the key conventions of a rap music video due to the setting.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts the stereotype because the person who raps the song is a black women which subverts the stereotypes because normally men rap but women sing.Also women are also seen as inferior to men but in the advert lady leshurr is presented as the most important character in the advert.Another stereotype that is subverted is the disabled black man in the wheelchair this stereotype is subverted because the man is a professional basketball player which shows the audience that 
everyone has the ability to donate blood.


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 advert reinforces certain stereotypes of the bame community by using asian and black people in the advert.The oppositional reading of this advert is the use of only black and asian people other ethnic groups might misunderstand this to show that white people arent as important as black & asian people.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

• costume - The women wearing black and white dress represents white and black people.
• lighting - 
• Actor/Action - The women places her chin on her hand showing the importance of black and white people.
• Make-up & hair - The women is wearing red lipstick to represent blood.
• Props - The women (Kanya King) has her MOBO trophy sitting on her table to remind the audience that shes the CEO of MOBO awards.
• Setting - The women is sitting in a office that is engulfed in white which denotes how much only white people donate blood.