Advertising case study 2: Represent NHS Blood campaign

 1) What does BAME stand for?

Black Asian and minority ethnic . 

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

Only 3% of blood donators are in the BAME community and people in the BAME community need blood that came from people with similiar backgrounds .

3) What does this advert want people to do once they've seen it (the 'call to action')?

They want people that are part of the BAME community to donate blood .

4) Why is the advert called 'Represent'?

They are trying to make the BAME community make it feel like it represents them so they are interested .

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.

Nicola Adams ; olympic gold medalist , Chuka Umunna MP , Ade Adeptian tv presnter , they were all included because they are inspirational celebrities that are part of the BAME community .

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

That there are a lack of people meaning that there a lack of blood donators so that is why they are speaking out or that people that do not get blood will die so there is an empty chair .

7) How does the advert match the key conventions of a typical urban music video?

There is good editing , danicng , sports and celebrities .

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


There is a disabled celebrity ; Ade Adeptian playing basketball . A black doctor when in the media black people are only shown as performers and more stereotypes broken .


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?

Almost all of the people in the advert are performers or athletes which is a big stereotype in the media that black people can only achieve in performing .

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

When they showed the picture of the 3 empty chairs and zoomed in on it slowly which is representing CLAMPS , in many ways , one way is that they made the athletes where sport  costumes another way is they changed lightning for different people , so in reality they did use CLAMPS .

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