*Black Asian Minority Ethnic
2) Why is there a need for blood in the BAME community?
Only 3% of blood donors who gave blood in the last 12 months are of black or Asian heritage, therefore we need more people from those heritages to donate more as they are more more likely to have rare blood types.These rare blood types are essential in the treatment of patients with sickle cell disease and thalassaemia which mainly affect patients of black and Asian heritage respectively.
3) What does this advert want people to do once they've seen it ('call to action')? To IMMEDIATELY GO DONATE BLOOD AND HELP SAVE A LIFE.
4) Why is the advert called 'Represent'?This advert is called 'Represent'as they want more people from the black and Asian community to donate blood to help save one of their people from their communities.
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.
This advert has included Kanya king (The ceo of MOBO),A boxer called Nicola Adams and Chuka Umana an MP.The have deliberately including BAME celebrities in order to be inspired as they are giving blood.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The empty chairs appear when Lady Leshurr sings 'is it pressure? is it pressure?' is almost a call for action telling people from the BAME backgrounds to come and Donate blood. Also the slow paced long shot movement may connote how if people from ta BAME heritage donate blood, people in risk of loosing their lives may have more time to live. This almost symbolises how they can make one beings life better.
7) How does the advert match the key conventions of a typical rap music video?
The setting definitely shows that this a typical rap music video. In addition the way the camera is moving from low angles to mid angles shows how they are trying to communicate how people from BAME backgrounds can have so much power due to the low angle shots .
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) This advert mostly subverts stereotypes. This is because it presents females as strong, hard working educates powerful human beings. This links to Kanya King who is in fact the CEO of MOBO awards, she subverts the stereotype as she is in a very high position. Women were expected to less superior to men and hadvery limited jobs. In addition the Hijabi scientist, she also challenges the stereotype as shes doing what 'men' were suppose to be doing ... being educated.
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? There are definitely some stereotypes reinforced for example at 1:08 the footballer is a black male, this makes it seem like only males can be footballers and be acknowledged for being one. Another way they reinforce stereotypes is with lady lehurr herself, she reinforces the stereotype that all black people are rappers.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).The key scene I have chosen is at near the end at 1:15 where their is a zooming long shot of 3 chairs. The zooming in on the chairs effect represents how important it is for the ethnic minorities to share their blood. The chairs represent how their is only 3% of the ethnic minorities donating blood. Their is only 3 chairs in this scene this is semiotic because it questions us with why ethnic minorities aren't donating.The lighting in this is bright and specifically only on the 3 chairs, the setting is in a NHS donation centre.
Grade 8/9 extension tasks
1) How is celebrity endorsement or star power used to make the campaign stand out?
It has been used to make the campaign stand out more as MOBO and NHS have
well known BAME celebrities in order to gain attention from other BAME audiences. They are more likely to donate if they are doing so.
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