Represent NHS Blood & Transplant campaign
1) What does BAME stand for?
BAME stands for Black ,Asian Minority Ethnic. This tells us this advert by the NHS is aimed at a niche audience - an audience aimed or targeted at a small group of people. This BAME community is mainly targeted as in the advert it shows shots of different ethnicity doing a variety of hobbies and jobs. For example, football, basketball, artist, boxer, dancer, fashion designer and many more.
2) Why is there a need for blood in the BAME community?
They are targeting BAME community to donate blood as they need to meet the needs of all patients in England now and in the years to come. Black Asian minority ethnic donors are specifically needed because they need to match majority or all of the patients who receive frequent blood transfusions and they need the blood to be closely matched. The best match typically comes from the BAME community. For example, the disease called Thalassaemia mainly effects people who come from the Black Asian minority ethnic community.
3) What does this advert want people to do once they've seen it (the 'call to action')?
Towards the end the use of the key convention called the call to action has occurred . This tells us the producer wants the audience to call, register and make an appointment to clarify if the are going to give blood or not. At the end of the advert, they have shown the organisations that are support and encourage the BAME community to donate blood.
4) Why is the advert called 'Represent'?
The advert is called represent because it is represented to the BAME community. In addition, the audience is being asked to represent their community which is the BAME community. As it is a niche audience, and is aimed at a small audience, they want as many people to participate and give blood to people people who have a severer diseases for example Thalassaemia.
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.
They have used different celebrities to emphasise the variety of ethnicity that do many other jobs. These jobs are done by voluntary workers. Some of the jobs mentioned in the advert were chef, pilot, nail bar, bartender, scientists, CEO and many more. This instantly notifies the audience that it represents a normalised community. On the other hand, other jobs like football, fashion (designer), dancer, basketball player, boxer and actor were also mentioned in the advert. This reinforces the idea of a black stereotype and it also indicates it relates to sports and performance. In the advert, many well-known people were introduced for a short period of time. For example, UK Grime artist and 2016 MOBO award nominee Lady Leshurr, the video showcases leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball player Ade Adepitan, Chukka Umunna MP and MOBO's own founder and CEO Kanya King MBE. From Ade Adepitan this shows a representation of disability and ethnicity.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The empty chairs connotes the lack of donors as towards the end of the advert it states ''Only 3% of blood donors are black or Asian'' . Basically, it is to persuade and encourage the BAME community to give blood and save a life. This also symbolises death for the patients that have specific diseases that need a lot of blood. This represents the blood donations are needed t save lives. In addition, it is emphasised the camerawork as it gives a slow zoom - this gives an effect on the reader that they will be surrounded by an atmosphere of guilt.
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.)
Some of the jobs mentioned in the advert were chef, pilot, nail bar, bartender, scientists, CEO and many more. This instantly notifies the audience that it represents a normalised community. On the other hand, other jobs like football, fashion (designer), dancer, basketball player, boxer and actor were also mentioned in the advert. This reinforces the idea of a black stereotype and it also indicates it relates to sports and performance. From Ade Adepitan this shows a representation of disability and ethnicity.
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?
To encourage people to donate blood, there is a need to advise this and make people understand the effects of blood donations. Advertising encourages people to donate blood and can also be used as a reminder for the public who did and did not want to donate blood in the first place. Donating blood ensures that there is enough blood in the blood banks, in case of any emergency blood requirements. Showing people that by them donating blood they could be saving a life will encourage people to donate blood more frequently. The amount of blood donated after an advertisement has shown to increase according to me, and this goes to show that advertising does work. Advertisements for blood donations have positive and negative effects om the community. The advertisements are in the everyday aspects of the modern society. On the other hand, the advertisements are sometimes manipulative, they make use of techniques that are controversial and the adverts appeal psychologically which encourages more blood donations. There are many reasons of advertising for blood donations. The major cause has been low levels in the blood banks. When blood banks are running low on blood, they need to advertise to increase the blood. Without advertising, the community would not be aware of the need for donating.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The empty chairs connotes the lack of donors as towards the end of the advert it states ''Only 3% of blood donors are black or Asian'' . Basically, it is to persuade and encourage the BAME community to give blood and save a life. This also symbolises death for the patients that have specific diseases that need a lot of blood. This represents the blood donations are needed t save lives. In addition, it is emphasised the camerawork as it gives a slow zoom - this gives an effect on the reader that they will be surrounded by an atmosphere of guilt. Also, at the very beginning the Music artist Lady Leshurr starts the scene or sets the scene in a car park in London and when you go in further into the music video, you will see more shots of scenery. This tells me, in my opinion, that majority of the BAME community live in London and it will be very helpful for them to donate blood.
BAME stands for Black ,Asian Minority Ethnic. This tells us this advert by the NHS is aimed at a niche audience - an audience aimed or targeted at a small group of people. This BAME community is mainly targeted as in the advert it shows shots of different ethnicity doing a variety of hobbies and jobs. For example, football, basketball, artist, boxer, dancer, fashion designer and many more.
2) Why is there a need for blood in the BAME community?
They are targeting BAME community to donate blood as they need to meet the needs of all patients in England now and in the years to come. Black Asian minority ethnic donors are specifically needed because they need to match majority or all of the patients who receive frequent blood transfusions and they need the blood to be closely matched. The best match typically comes from the BAME community. For example, the disease called Thalassaemia mainly effects people who come from the Black Asian minority ethnic community.
3) What does this advert want people to do once they've seen it (the 'call to action')?
Towards the end the use of the key convention called the call to action has occurred . This tells us the producer wants the audience to call, register and make an appointment to clarify if the are going to give blood or not. At the end of the advert, they have shown the organisations that are support and encourage the BAME community to donate blood.
4) Why is the advert called 'Represent'?
The advert is called represent because it is represented to the BAME community. In addition, the audience is being asked to represent their community which is the BAME community. As it is a niche audience, and is aimed at a small audience, they want as many people to participate and give blood to people people who have a severer diseases for example Thalassaemia.
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.
They have used different celebrities to emphasise the variety of ethnicity that do many other jobs. These jobs are done by voluntary workers. Some of the jobs mentioned in the advert were chef, pilot, nail bar, bartender, scientists, CEO and many more. This instantly notifies the audience that it represents a normalised community. On the other hand, other jobs like football, fashion (designer), dancer, basketball player, boxer and actor were also mentioned in the advert. This reinforces the idea of a black stereotype and it also indicates it relates to sports and performance. In the advert, many well-known people were introduced for a short period of time. For example, UK Grime artist and 2016 MOBO award nominee Lady Leshurr, the video showcases leading UK celebrities including record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball player Ade Adepitan, Chukka Umunna MP and MOBO's own founder and CEO Kanya King MBE. From Ade Adepitan this shows a representation of disability and ethnicity.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The empty chairs connotes the lack of donors as towards the end of the advert it states ''Only 3% of blood donors are black or Asian'' . Basically, it is to persuade and encourage the BAME community to give blood and save a life. This also symbolises death for the patients that have specific diseases that need a lot of blood. This represents the blood donations are needed t save lives. In addition, it is emphasised the camerawork as it gives a slow zoom - this gives an effect on the reader that they will be surrounded by an atmosphere of guilt.
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.)
Some of the jobs mentioned in the advert were chef, pilot, nail bar, bartender, scientists, CEO and many more. This instantly notifies the audience that it represents a normalised community. On the other hand, other jobs like football, fashion (designer), dancer, basketball player, boxer and actor were also mentioned in the advert. This reinforces the idea of a black stereotype and it also indicates it relates to sports and performance. From Ade Adepitan this shows a representation of disability and ethnicity.
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?
To encourage people to donate blood, there is a need to advise this and make people understand the effects of blood donations. Advertising encourages people to donate blood and can also be used as a reminder for the public who did and did not want to donate blood in the first place. Donating blood ensures that there is enough blood in the blood banks, in case of any emergency blood requirements. Showing people that by them donating blood they could be saving a life will encourage people to donate blood more frequently. The amount of blood donated after an advertisement has shown to increase according to me, and this goes to show that advertising does work. Advertisements for blood donations have positive and negative effects om the community. The advertisements are in the everyday aspects of the modern society. On the other hand, the advertisements are sometimes manipulative, they make use of techniques that are controversial and the adverts appeal psychologically which encourages more blood donations. There are many reasons of advertising for blood donations. The major cause has been low levels in the blood banks. When blood banks are running low on blood, they need to advertise to increase the blood. Without advertising, the community would not be aware of the need for donating.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The empty chairs connotes the lack of donors as towards the end of the advert it states ''Only 3% of blood donors are black or Asian'' . Basically, it is to persuade and encourage the BAME community to give blood and save a life. This also symbolises death for the patients that have specific diseases that need a lot of blood. This represents the blood donations are needed t save lives. In addition, it is emphasised the camerawork as it gives a slow zoom - this gives an effect on the reader that they will be surrounded by an atmosphere of guilt. Also, at the very beginning the Music artist Lady Leshurr starts the scene or sets the scene in a car park in London and when you go in further into the music video, you will see more shots of scenery. This tells me, in my opinion, that majority of the BAME community live in London and it will be very helpful for them to donate blood.
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