Represent NHS Blood & Transplant campaign: blog tasks

 1) What does BAME stand for?

BAME stands for black and minority ethnic.

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

There is a need for BAME blood because they have special blood which can help others like them to live longer but only 3% of BAME people donate their blood.

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

The advert is there to make people of BAME decent to donate blood for the unfortunate and the grime music video helps reach younger people so they can also donate blood.

4) Why is the advert called 'Represent'?

It is called represent as it shows people of BAME decent and shows they are capable of anything.

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.

Producers have chosen BAME artist such as Nicola Adams, Chuka Umunna, Kanya King.

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

The shot of the 3 empty chairs could show the 3% of black and asian people have come to donate blood. or it could be the people who need the blood waiting ever so patiently and eventually dying because they didn’t have the blood that matched them. This also make black and asian people compelled to donate blood.

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

The advert fits the conventions of a typical urban music video as it’s got a London rooftop which the skyscrapers in the background and it moves fast pace and has shots all around the city.

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

The advert subverts stereotypes by having many ethnicity’s and also making jobs that are mainly  ‘white’ people jobs and proving that any ethnicity can do them. Mariah Idriss is a muslim model and some jobs that seem more masculine are being done by powerful females Nicola Adams purses her job of being a famous boxer and also wheelchair olympic athlete Ade Adeption.

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 oppositional reading would be that the only way to get the attentions of BAME society would be to make a rap song and stand on a London rooftop as that’s mainly where BAME people live.

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

I choose the scene where there are 3 empty blue chairs. The empty chairs could connote 3% of Asian and black people who have given their blood or it could represent the amount of people who died as they couldn't give blood.The slow pace of the fast pace video could show the importance of donating blood.