NHS Represent case study
1) What does BAME stand for?
Black, Asian and minority ethnic2) Why is there a need for blood in the BAME community?
3) What does this advert want people to do once they've seen it (the 'call to action')?
provide better matched blood to those who need it. Demand for these subtypes is growing as more people have regular transfusions to treat blood disorders such as sickle cell.
go to nhs and donate blood to people who really need it
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.
One of the three well known people who appear in this advert is Lady Leshurr she is famous for her rapping.Another well known person who appears in this advert is Ade Adepitan who is famous as a basket ball player and a TV presenter.Finally Kanya King is famous for being the founder of the MOBO awards.
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 rap music video?
One key rap music video convention is the advert is that it is mainly black people in the rap video.Another key convection of this video is that they are in multiple different areas with people doing multiple different things.
8) 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?
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) Choose one key scene 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.
10) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
One stereotype that has been subverted is that woman cannot be violent this is subverted at 0:25 with a woman boxing.Another stereotype being subverted is that disabled people cannot play sports this is being subverted by showing Ade Adeptitan a disabled basketball player.Finally another stereotype is that woman cannot work in offices this is being subverted by showing Kanya King.
One key rap music video convention is the advert is that it is mainly black people in the rap video.Another key convection of this video is that they are in multiple different areas with people doing multiple different things.
8) 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?
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) Choose one key scene 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.
10) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
One stereotype that has been subverted is that woman cannot be violent this is subverted at 0:25 with a woman boxing.Another stereotype being subverted is that disabled people cannot play sports this is being subverted by showing Ade Adeptitan a disabled basketball player.Finally another stereotype is that woman cannot work in offices this is being subverted by showing Kanya King.
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