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?

give blood transfusions to people who need blood that is closely matched to their own
 
3) What does this advert want people to do once they've seen it (the 'call to action')?



4) Why is the advert called 'Represent'?

It represents Black and Asian ethnics.

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.

. Lady Leshurr (real name is Malesha Ogarro)
.Nicola Adams MBE, 
.TV presenter and wheelchair basketball player Ade Adepitan,

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

The slow-placed long shot of 3 empty chairs at the end of the advert represents the 3% of people who don't donate blood.

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

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

An oppositional reading from this advert that people could find offensive is that no black or asian people are donating blood this could be offensive because black and asian people could find this racist because some are donating.

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?

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

One of the CLAMPS is the 3 chairs at the end which connotes the 3% of the BAME community that donate blood.Another CLAMP is the lighting at 0:44 with a woman alone with all black around her which may connote that she alone or her race alone are not donating blood.Finally at 1:05 there are only black people connoting how the black community also needs to donate blood.

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