Advertising case study 2: Represent NHS Blood campaign
1) What does BAME stand for?
'BAME' stands for 'Black, Asian and Minority Ethnic'.
2) Why is there a need for blood in the BAME community?
There is a need for blood in the 'BAME' community because only 3% of blood donors are Black and Asian which means 97% of blood donors are white which means that if a black or Asian person needing a blood transfusion there is an high an high chance of them not able to get the blood they need.
3) What does this advert want people to do once they've seen it (the 'call to action')?
The semiotics advert want people from the 'BAME' community to donate some blood or think about donate blood.
4) Why is the advert called 'Represent'?
The advert is called 'Represent' because it's asking people in the 'BAME' community to represent their race ethnicity though being a blood donor.
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.
The reason why producers chosen famous 'BAME' celebrities to feature in the advert is because some people people in the 'BAME' community look up to these celebrities because of race. A 'BAME' celebrity that appears in the video is Lady Leshurr; she is a well known-rapper coming from Caribbean descendent and is acknowledged for her Queen Speech series on Youtube in which she addresses. Another BAME celebrity that appears in the video is Ade Adepitan is a former well-known wheelchair basketball player and now British Television Presenter. The founder of the MOBO Awards Kanya King is also featured in this video. She is known for founding the MOBO Awards now one of the biggest musical festivals in Europe.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
There are 3 chairs which shows the 3% of blood donors who originate from the 'BAME' community, it is claiming that if more people do not give blood the result is death.
7) How does the advert match the key conventions of a typical urban music video?
The conventions of a typical urban music video is that it is fast paced, there are sections of the music video were direct contact are being shown because the rapper is trying to tell us something about a serious topic.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subvert stereotypes by using a female rapper because stereotypically males are rappers and females aren't rappers, another way the advert subvert stereotypes by adding a famous black ceo because men are seen to be in business and women aren't supposed to be in business but cleaning, also another way the advert subverted stereotypes is that it shows a successful Indian man and stereotypically indian men are seen as doctors.
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?
It could offend people because they want to help but they can’t because they may have disability or they may think people don’t think they don’t help when they actually do.
10) 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 camera shots is at 1 minute of the video. it is am man in a medium close up.Chuka Harrison Umunna is a British politician who has been the Member of Parliament for Streatham since 2010. He was a member of the Labour Party until 2019.
'BAME' stands for 'Black, Asian and Minority Ethnic'.
2) Why is there a need for blood in the BAME community?
There is a need for blood in the 'BAME' community because only 3% of blood donors are Black and Asian which means 97% of blood donors are white which means that if a black or Asian person needing a blood transfusion there is an high an high chance of them not able to get the blood they need.
3) What does this advert want people to do once they've seen it (the 'call to action')?
The semiotics advert want people from the 'BAME' community to donate some blood or think about donate blood.
4) Why is the advert called 'Represent'?
The advert is called 'Represent' because it's asking people in the 'BAME' community to represent their race ethnicity though being a blood donor.
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.
The reason why producers chosen famous 'BAME' celebrities to feature in the advert is because some people people in the 'BAME' community look up to these celebrities because of race. A 'BAME' celebrity that appears in the video is Lady Leshurr; she is a well known-rapper coming from Caribbean descendent and is acknowledged for her Queen Speech series on Youtube in which she addresses. Another BAME celebrity that appears in the video is Ade Adepitan is a former well-known wheelchair basketball player and now British Television Presenter. The founder of the MOBO Awards Kanya King is also featured in this video. She is known for founding the MOBO Awards now one of the biggest musical festivals in Europe.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
There are 3 chairs which shows the 3% of blood donors who originate from the 'BAME' community, it is claiming that if more people do not give blood the result is death.
7) How does the advert match the key conventions of a typical urban music video?
The conventions of a typical urban music video is that it is fast paced, there are sections of the music video were direct contact are being shown because the rapper is trying to tell us something about a serious topic.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subvert stereotypes by using a female rapper because stereotypically males are rappers and females aren't rappers, another way the advert subvert stereotypes by adding a famous black ceo because men are seen to be in business and women aren't supposed to be in business but cleaning, also another way the advert subverted stereotypes is that it shows a successful Indian man and stereotypically indian men are seen as doctors.
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?
It could offend people because they want to help but they can’t because they may have disability or they may think people don’t think they don’t help when they actually do.
10) 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 camera shots is at 1 minute of the video. it is am man in a medium close up.Chuka Harrison Umunna is a British politician who has been the Member of Parliament for Streatham since 2010. He was a member of the Labour Party until 2019.
Comments
Post a Comment