1) What does BAME stand for?
Black, Asian and Minority Ethnic.2) Why is there a need for blood in the BAME community?
From the campaign, we find out that only 3 per cent of black and Asian heritage donate blood. Because of this, the need for blood from the BAME community is needed as some illnesses need specific blood types that are only found in these heritages.
3) What does this advert want people to do once they've seen it (the 'call to action')?
The call to action of the advert is for members of the BAME community to donate blood to the NHS.
4) Why is the advert called 'Represent'?
It's called represent to imply that people of colour should represent the 3 per cent of people who donate from black and Asian heritage and increase the percentage. It also tells us their target audience is niche and highlights the need for more blood donors.
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.
Partnering with MOBO and other BAME community members, like Nicola Adams (famous black female boxer) and Ade Adepitan known for being a wheelchair basketball player, motivates and highlights the importance of BAME members donating blood.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
It allows the facts to sink in and allows the audience to fully understand the message of the advert.
7) How does the advert match the key conventions of a typical urban music video?
It's set in a big city (London) and as urban music is associated with grime and rap this advert is a rap. There are also features of many famous people.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
There is a famous Paralympic player who plays basketball who is in a wheelchair. Another thing that subverts typical stereotypes is a woman working in medicine, as a researcher/doctor.
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?
However, the doctor seen is asian which reinforces the stereotype of Asians being smart, especially in STEM jobs. Another reinforced sterotype is black people being good at sports as the wheelchair basketball player is also black.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
On key moment is at 1:00, From CLAMPS, we can see setting being used to give context of this scene. This allows the viewer to link that the man is working in politics as he is shown standing in front of the House of Commons which is a place where laws and politics are discussed. This setting plays a part in the advert as part of the message is that anyone, high class or low class, can donate blood so by using this setting we can apply this to my point as people working in the House of Commons are known to be esteemed.
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