Represent NHS BLOOD & TRANSPLANT COMMUNITY

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1) What does BAME stand for? BAME stands for Black 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 or Asian which is not enough to save people who are Black and Asian that are in need of blood.

3) What does this advert want people to do once they've seen it (the 'call to action')? This advert wants Black and Asian people to donate some blood once they see this advert (which is a grime music video) because there isn't enough blood for BAME people.

4) Why is the advert called 'Represent'? The advert is called Represent because its represents BAME people and inspires young people to donate blood like their role models so they can be seen as heroes because their blood may save someones life.

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. The producers have chosen famous famous BAME celebrities to feature in the advert -like Chuka Umana who was a Labour Party MP;  Ade Adepitan who is an Olympic athlete (wheelchair basketballer) and TV presenter; Lady Leshurr Grime MC and rapper- because they want them to inspire young people to donate their blood as their role models donate their blood as well.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert? The connotations of slow-paced long shot of empty chairs at the end of the advert was to show how only 3% of Black and Asian people have donated their blood making the audience realise how scarce Black and Asian blood is and is needed. Plus the empty chairs show how people who are Black and Asian have died and are dying because of the less blood donors.

7) How does the advert match the key conventions of a typical urban music video? The advert matches the key conventions of a typical urban music video because Lady Leshurr is shown on a parking lot/ London rooftop, rapping in most of the advert.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)  The advert subverts stereotypes by having different ethnicity included in the advert rather than just white people who are included in adverts most of the time. Also having the stereotype of women subverted making them seem independent, powerful and inspirational by having a female scientist and a female CEO whilst normally women are represented as objects and are sexualised in the media. Also subverting the stereotype of disabled people by presenting them, using the basketball player Ade Adeptian who is using a wheelchair, as people who can achieve things without their disability being a setback for them and stopping them from going for their goals 

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? The oppositional reading of this advert is it reinforces the stereotype that the only way to a attract and catch the attention of young black teenagers is by using grime music which society thinks and believes that black young teenagers only listen to rap music and grime. Plus the fact that the advert was filmed on a London roof top which reinforces the stereotype of Asian and black people live in these types environments.

10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS). I choose the scene where there are 3 empty chairs which are used as props. Are used to connote that the 3 chairs show how there are only 3% of Black and Asian people who have donated their blood and the empty chairs to show how people are dying as there isn’t enough Black and Asian blood. Finally the slow paced long shot is used to show how important the message is by making the camera shot have a dramatic feel to it.

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