Media: Represent NHS Blood & Transplant Campaign (Blog Tasks)

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 Media: Represent NHS Blood & 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?
Because there isn't enough diversity and it needs to match the blood type
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want the BAME Community to donate their blood more 
4) Why is the advert called 'Represent'?
It's a way to get their point across to Black, Asian and Ethnic people to represent by donating their blood
5) Why have the producers featured famous BAME celebrities 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.
They have chosen celebrities as they usually have a good image and somewhat are reliable and relatable as the celebrities selected are part of the BAME Community, Ade Adepitan, Lady Leshurr, Mariah Idrissi are all representing this advert which encourages the BAME Community to call to action.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The chairs are empty which clearly implies the lack of blood donation from the BAME Community.
7) How does the advert match the key conventions of a typical urban music video?
 The rapid editing, production, scenery and celebrity cameos.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
By showcasing men and women equally participating in the same activity in the background challenges the stereotypical norm for gender
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?
Audiences might find the advert offensive if they see negative stereotypes that not all people of that culture might do
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

0:32, "The sky has no limits" scene is in a skyscraper which suggests there are endless possibilities and reinforces the idea that everyone can donate their blood 

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