Represent NHS Blood and 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? Sickle cell is a condition which effects people with an African or Asian background and people from these backgrounds do not donate enough blood
Persuades people from the BAME community to donate blood
4) Why is the advert called 'Represent'?
Because the people in the video represent the BAME community and they have donated their blood and are trying to get as many people from their heritage to donate 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.
Ade Adepitan is a famous TV presenter and a wheelchair Basketball player. Lady Leshurr is a well-known rapper and producer. Kanya King is the founder of the MOBO awards. They have been chosen to represent the BAME community and to make more people donate blood as more people would listen to them as they inspire many people
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The slow paced shots represent the little amount of people which donate blood
7) How does the advert match the key conventions of a typical urban music video?
The video was filmed in the middle of the town and the music genre is rap and also the music video represents people in the BAME community doing different activities
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts the typical stereotypes as their is a female boxer and women are not seen as violent. There is also a professional wheelchair Basketball player and this subverts the stereotype that disable people cannot play or be good at sports. Finally, Kanya King has an important role at work which also subverts stereotypes as women were seen as inferior to men
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 is shown using a rapper to help inspire people although the video shows an area with less money
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The slow paced shots represent the little amount of people which donate blood
7) How does the advert match the key conventions of a typical urban music video?
The video was filmed in the middle of the town and the music genre is rap and also the music video represents people in the BAME community doing different activities
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts the typical stereotypes as their is a female boxer and women are not seen as violent. There is also a professional wheelchair Basketball player and this subverts the stereotype that disable people cannot play or be good at sports. Finally, Kanya King has an important role at work which also subverts stereotypes as women were seen as inferior to men
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 is shown using a rapper to help inspire people although the video shows an area with less money
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The 3 chairs at the end of the video suggesting the tiny amount of people which actually donate blood
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