Advertising CSP 3: 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? 

Less than 3% of donors are from the BAME community so they need more of their blood type to save life

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

Donate their blood to the NHS 

4) Why is the advert called 'Represent'?

People of BAME backgrounds feel proud to 'represent' their background by donating their 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 British society and culture is driven by celebrity remodels, so the audience can relate and have a deeper connection with the campaign making them want to join the movement. 

Lady Leshurr: An English rapper, singer and producer. She is famous for her freestyling rap style and has her own clothing line

Olympic gold medalist Nicola Adams: A famous black female boxer who won a gold Olympic medal

Labour MP Chuka Umunna: A black male who is a member of parliament and was representing the Labour party

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

Allow the audience to reflect the deeper meaning of the campaign and realize that the empty chairs have a message which is that there aren't enough people donating blood so donate blood to help combat the issue.

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

It has an urban setting, located on a rooftop in the city of London and there are many different colors and exciting range of famous celebrities.

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

Gender: Kanya King - CEO of MOBO sat at her desk from a low angle to connotate the powerful character she is.

Race: Labour MP Chuka Umunna. A black male in a position of authority and power.

Disability: Wheelchair basketball player Ade Adepitan. A basketball player however he is a wheelchair user and doesn't let that stop him.

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: The idea that 'black people are for entertaining the white' is reinforced as many of the celebrities shown are sport players or musicians.

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

Wheelchair basketball player Ade Adepitan is showcased in this scene of the advert wearing blue jean clothing and he is sat in his blue wheelchair which can reinforce gender stereotypes of men wearing blue. His hair is tied back in dreadlocks which deeply enforces black culture this allows the black audience of the advert to feel more willing to donating their blood.