Advertising CSP 3: Represent NHS Blood campaign

 Work through the tasks in this blogpost to make sure you're an expert on this CSP.

1) What does BAME stand for?

Black Asian and Minority Ethnic

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

Because Black and Asian people are more likely to have a rarer blood type 

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

to sign up to donate blood 

4) Why is the advert called 'Represent'?

because its asking for black and Asian people to represent their communities by 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

Nicola Adams

Ade Adepitan 

Kanya King 

Chuka Umanna

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

It connotes how there is nobody to fill the seats and to donate blood 

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

There are lots of low angle shots to represent the power the people shown in the video have to empower them

Lady Leshurr has a lot of eye contact with the camera and looks as if she is speaking directly to the camera

Clearly gives the audience a sense of empowerment

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

Subverts the stereotype that women cant hold positions of power like CEO (Kanya King) and that women are not weak like the boxer (Nicola Adams)

Subverts the stereotype that disabled people are unable to be as successful than people who aren't disabled  and that they can do the same things regardless (Ade Adepitan)

Subverts the stereotype that people of colour cant have jobs which hold lots of power or be successful and be well educated (Chuka Umunna)

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?

They reinforce stereotypes about how young people are only attracted to adverts in a music video format 

Reinforces stereotypes that Black and Asian people are performers and are there to entertain

Reinforces stereotype that Black and Asians live in urban areas and in estates 

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

0:49-Ade Adepitan infront of the olympic stadium

Actor- Instantly the audience might recognise Ade Adepitan and know that he is a successful basketballer in the Olympics and a tv presenter, the fact that he is on a wheelchair also shows the audience that disabled people can be very successful despite the struggles they go through 

Setting-The fact that there is a low angle shot of him in front of the Olympic stadium shows that he does some kind of sport and has achieved a lot 

Grade 8/9 extension tasks

1) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign?

2) How is celebrity endorsement or star power used to make the campaign stand out?

3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of the niche BAME audience?

4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question.