NHS Blood Campaign

1) What does BAME stand for?

Black/Asian/Minority/Ethic

2) Why is there a need for blood in the BAME community? 

Because only 3% of blood donors are black or Asian so for anyone who is part of the BAME community that needs blood most probably wont get it.

3) What does this advert want people to do once they've seen it (the 'call to action')?

To be more interested in donating blood even if you are not part of the BAME community.

4) Why is the advert called 'Represent'?

Because she is a black person representing the BAME community for donating blood.

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: UK grime artist and a 2016 MOBO award winner

-)Nicola Adams: Record Breaking Olympian (MBE TV Presenter)

-) Ade Adaptian: Professional wheelchaired basketball player

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

The chairs refer to people who might have died there because they haven't got any blood donors from the BAME community.

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

Because in  our day and age UK Grime/Drill is popular so more people will listen because this is our style.

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

That anyone can donate or help someone in need No matter the gender or age or condition

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?

That people might think that the BAME community don't care about the own community because there is such low donors which could put a bad name on the BAME  community.

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

One key part that I found interesting was that she said you can be a dancer, chef or into fashion etc so she is inferring no matter what you can be what you want to be because if you follow your passion it will always lead to success.