Represent NHS Blood & Transplant campaign: CSP

 1) What does BAME stand for?

BAME stands for Black, Asian and minority ethnic. 

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

There is a need for blood in the BAME community as only 3% of the BAME community donate blood. 

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

This advert wants people to sign up to become blood donors and donate their blood to people who need it after they've seen it. 

4) Why is the advert called 'Represent'?

This advert is called represent as it wants people to step up and represent other people to help people who need the 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 - make sure you write their names and spell them accurately.

The producers have chosen famous BAME celebrities in this advert to encourage the BAME community to help donate blood as only 3% have donated in the past 12 months. Three celebrities who were featured in this advert were: Lady Leshurr who is famous for her rapping, Ade Adepitan who is famous for being a basketball player and a TV presenter and Kanya King who is famous for being the founder of the MOBO awards. 

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

The connotations of the slow-paced long shot of the empty chairs at the end may connote and show that only 3% of the BAME community donate therefore that means barely anyone is there and that the empty chairs are ready for them to donate their blood to show that barely anyone from the BAME community is doing it. 

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

In this advert the key conventions that match the typical urban music video by having many close-up shots of the different celebrities which feature in the music video. The video also has many sections of where the celebrities make direct contact with the camera as if they want the audience to understand the message that's being spread. The video also contains a lot of strong editing cuts between Lady Leshurr who's rapping and the different celebrities featured in the music video. 

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

This advert subverts many stereotypes such as femininity by proving that women can fight, this is shown when the woman in the video is boxing. Another stereotype being subverted is that disabled people can't play sports. This is subverted by showing Ade Adeptitian a disabled basketball player. Finally another stereotype being subverted is that women can't be business woman. This is subverted by showing Kanya King. 

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?

This advert may have an oppositional reading where some members of the audience may find this advert offensive as the advert is saying that barely anyone from the BAME community is donating blood therefore it could offend the people from the BAME community who are donating blood.

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

One of the CLAMPS is the 3 chairs at the end where the camera shot is slowly zooming in on the 3 chairs but zooming in mainly on the one chair in the middle which could connote that they are showing you that there is one chair for you that you could donate blood to. It could also connotes that there is not enough people from the BAME community donating blood as there are empty chairs therefore it shows that no one is donating blood.