NHS advert
1) What does BAME stand for?
Black Asian and Minority Ethnic
2) Why is there a need for blood in the BAME community?Many people from the black and Asian community have a rare blood type and only they can save the people that need that type of blood.
The advert wants Asian and Black people to donate blood.
4) Why is the advert called 'Represent'?
The advert is called represent as it represents Asian and Black ethnics and BAME people need to represent themselves.
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.
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 producers chose famous BAME celebrities to feature because the advert is about Black and Asian needing to donate blood.
Ade Adepitan - Famous wheelchair basketball player
Mariah Idrissi - British model
Lady Leshurr - British rapper, singer, songwriter and producer.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The connotations of the empty chairs are that Asian or Black people need to fill them up.
7) How does the advert match the key conventions of a typical urban music video?
It matches a typical urban music video as Lady Leshurr is looking directly at the camera. There is also lots of low angles used in the advert. There is also strong cuts between each shot.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
Gender stereotypes are subverted as Nicola Adams is there who is famous for being a female Olympic boxer. There is also black female scientists.
Ethnicity stereotypes are also subverted as Kanya King is the CEO of MOBO and is at a desk.
Disability stereotypes are subverted as Ade Adepitian is a wheelchair basketball player.
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 reinforces certain stereotypes of the BAME community because making a rap/grime music video may suggest that young BAME people are attracted to rap/grime. Another way the advert reinforces certain stereotypes of the BAME community is it recorded in a urban area which reinforces the idea that BAME people live in urban areas. Some audiences may find this advert offensive as they might think that BAME people can't live in luxury areas and have to live in urban areas only.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
At 1:15 of the advert the chairs are used as props and are empty and need someone needs to fill them. This may also suggest that not enough BAME people are donating blood and more people are needed. This make the audience feel terrible as they are needed for donating blood because they might have a rare type of blood. Also the zoom in makes the audience feel much more guilty as it makes them feel that only they can fill this chair up. Moreover the camera shot on the empty chairs is long so the audience can think about it more.
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