Represent NHS blood campaign CSP

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1) What does BAME stand for?
Black, Asian and Minority Ethnic.

2) Why is there a need for blood in the BAME community?
There is a need for minority groups as some illnesses need blood donations from specific  blood types that can come from Asian and black heritage.

3) What does this advert want people to do once they've seen it (the 'call to action')?
They want younger people of colour to donate blood to NHS.

4) Why is the advert called 'Represent'?
It is called represent because they are representing people in minority groups yet also representing different fields of work which is very inclusive towards a large group. 

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.
BAME celebrities are used to show how the people that are saved due to blood donations can also have big success and live a good life.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
It can be seen in two ways: the three chairs are open and free for new donors to use , or it could be seen as empty chairs of the people who needed blood but didn't get any so they passed away. 

7) How does the advert match the key conventions of a typical urban music video?
It has the singer in the middle of the shot as they main focal point.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
Femininity is subverted as a female portrays a boxer which is a stereotypical masculine and aggressive sport , it shows that disabled people can still thrive and have success and it portrays all classes having success no matter the job.

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 portrayed black people playing sports which is a common stereotype.

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

The medium shot of lady leshurr is used to give the audience a sense of familiarity and relatability. This is done using the setting of London's buildings/skyscrapers and this means that the target audience from London where a majority of people who use NHS come from can feel at home and/or relate to this advert.

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