Represent NHS Blood & Transplant Campaign CSP Case Study

1)
BAME stands for Black Asian and Minority Ethnic groups of people.

2)
There is a need for blood in the BAME community due to the fact that they are of Black or Asian heritage because of this they are more likely to be rare blood types. These rare blood types are essential in the treatment of patients with sickle cell disease and thalassaemia which mainly occur in those of Black and Asian heritage.

3)
This advert wants people from the BAME community to step up and donate blood so that they can help to save the lives of those who need immediate treatment. This advert is called Represent in order to make BAME groups feel as though by donating blood they are being able to represent themselves in better ways to society. This is trying to subvert the typical image/stereotype put on those ethnic minorities so that they can change the way that all of society sees them by doing something positive that completely goes against what others would expect of them.

4)
I think that the advert is called 'Represent' in order to represent the BAME community in the way that they want to be seen by doing the things that show who they are.

5)
I think that the producers have chosen to feature famous BAME celebrities in this advert as audiences are more likely to get themselves involved in the campaign if they see other famous celebrities also partaking in this as they would like to 'follow the example'. This could end up becoming a 'trend' in society and ensure that a large number of people will in fact donate blood for the campaign. This is because we trust celebrities and the things that they tell us and so by telling the audience/their fans that donating blood is a safe process and can help to save others will encourage them to donate blood much more willingly than before the making of this advert. Three well known people that appear in this advert are: record breaking Boxer, Nicola Adams; CEO and founder of MOBO, Kanya King; TV presenter and wheelchair basketball player, Ade Adepitan.

6)
I think that there is a slow paced shot long shot of empty chairs at the empty chairs in order to calm down the advert from the fast and constantly changing camera shots. I also think this allows the audience to bring their attention back to the main point of the advert and bring back the seriousness of this situation and how many people are dying due to the lack of people giving their blood. This could also be implying that audiences themselves need to step up and give blood immediately as it could be you in that situation. This creates/ignites a sense of regret and determination in audiences to do something to help those suffering and make a change as they have not been doing anything up till now.

7)
This advert matches the key conventions of a typical rap music video by the fact that it is filmed in a place that is more likely to be inhabited by those of the working class. Additionally, the constant changing of different people back to the person who is actually rapping is used quite frequently in this video. There are also a lot of low angled shots that are used to make the rapper and people in the advert look powerful and superior to audiences/intimidating. Lady Leshurr also uses a lot of eye contact with the camera throughout the video which compellingly amplifies the strength of the message she's trying to get across to audiences. This also feels as though she is right in front of us and makes it much easier to relate to her/what she is saying. Lady Leshurr also used gestures to match/emphasise what she was saying for example when she said the line, 'whether you decide to be a pilot and fly private' she used her arms to make it seem as though an aeroplane was flying straight through the clouds.

8)
This advert does subvert a lot of stereotypes one of which was suggested by the fact that now not only can females become scientists but also black females which implies that they are capable of doing jobs outside of the entertainment industry but also those which require degrees/masters from university. This advert also subverts the stereotypes of women being weak this is shown by the fact that Nicola Adams who features in this advert is presented in the boxing ring fighting her way forward. This suggests that not only men are strong but also women. This advert also subverts the stereotype of black males being violent and dangerous. This is shown by the featuring of Chuka Umanna, an MP who completely subverting the stereotype by showing that not only can black males become so important with education but can also play an important part in the decisions made for the country. This also subverts the stereotype of disabled people not being able to do things that an able person might be able to shown by the basketball player Ade Adepitan.

9)
Despite the positivity of this advert, it does however also reinforce stereotypes of the BAME community. One of the stereotypes it reinforces is that black people aren't capable of doing jobs that require degrees from university but are instead fit for the entertainment of others shown by the large number of singers displayed at the line, 'we are the tropical spirits of the island'. This also reinforces the stereotype of BAME groups living in estate buildings and at most being middle class. Additionally, the use of the line, 'we are the sounds of the streets' makes it seem like that's where the BAME community is based which is informal and also suggests that the BAME community are working class.

10)
At the start of this advert we see a long shot of Lady Leshurr with her back turned to the camera this can be seen as a way to compose herself before she begins to deliver what she's trying to say. Additionally, she is standing firmly which represents her strength and exactly how powerful the message she's trying to get across is. Then as she turns around she begins to use hand gestures to accompany her words as she's rapping to add more emphasis to what she was saying. 

OMO Advert CSP Case Study

This advert was produced during the 1950s, a time where women were seen as unintelligent and weak but also as only being good as a housewife which in some cases has been suggested as they can't even do that well.

 In most adverts women during the 1950s women were represented as not being able to do anything on their own without the help of a man as they were seen as lacking in intelligence and common sense. Women were also represented as only being useful as a housewife and having to serve the man in the house who works all day while the woman stays at home and looks after their child/ren, washes up or makes food which was supposedly what women loved to do.

 The fact that the heading message, "OMO makes whites bright!" is in a comic-like box instantly attracts the attention of the audiences and make it more likely for them to purchase the product. This could also suggest that OMO is almost like a superhero who's power is to make clothes cleaner than with any other washing powder and so those who enjoy reading comics may have been easily drawn into it.

 The fact that the model in this advert is wearing make-up despite the fact that she appears to have just done the laundry shown by the props used suggests that women's role in society is to not only clean and do their jobs as housewives but to also look good doing it and in general. Additionally, her facial expression suggests that she is quite surprised with the quality of OMO and in turn also gives the idea that she has never been able to get her washing this white without help from OMO showing that women need help in order to do a good job.

 A picture of the product is included at the bottom right of the advert in order for the audience to know exactly what to look for when they are purchasing it from the supermarket and they know what they are actually spending their money on. This can help audiences to decide whether or not it is worth their time and money to go and buy the product. 

The connotations of the colour white in this advert suggest ideas of cleanliness and pureness which is exactly what the OMO product is meant to bring about.  Additionally, the harmonious colour scheme strongly emphasises brightness to audiences which is what they want their clothes to reflect. The repetition of the words 'bright' and 'white' convincingly portray that the only way that you can get your clothes to be bright and white is by using OMO itself.

  In this advert, women have been represented as being housewives and Mother's who have to clean and enjoy doing so along with all other housework which is suggested by the central image. Women are also being represented as not very intelligent which is signified by the fact that OMO continuously and repetitively states the words 'bright' and 'white' which sounds like quite a patronising and simplistic tone. This also gives the idea that women can only understand things if they are being talked to like a child. The preferred reading of this advert is that OMO is an amazing high quality product that can get your clothes cleaner than they've ever been before and that it is a popular washing up powder especially among women.

 The oppositional reading of this advert is that OMO is treating women like children as they believe that they lack intelligence and that women should always look good no matter what they're doing. This could suggest that the role of women is to simply look good which can come off as quite offensive.

Magazine CSPs: Blog Feedback and Learner Response

WWW: Wow – two more absolutely superb pieces of work! The depth and detail you offer across both of these case studies is so impressive. You clearly show understanding of the two texts – particularly with regards to media language. Keep up the good work!

EBI: It’s difficult to fault this work – you’re offering the kind of detail and insight that will definitely open up the possibility of a top grade. A few suggestions: you don’t offer quite as much detail in terms of representation and social/cultural context. These are important areas that could certainly come up in the exam. Secondly, try and avoid the word ‘posh’ when writing about Tatler (unless you’re referring to the cover line!) ‘Upper class’ or ‘wealthy elite’ is more academic. Finally, you haven’t completed the grade 8/9 extension tasks for Reveal so that’s definitely an area to focus on. We are aiming for a grade 8/9 so make sure you do the extension tasks for each CSP! 

LR: Complete the grade 8/9 extension tasks for Reveal.

LR completed in edit of Reveal CSP Case Study.

Tatler is more focused on upper class members of society whereas Reveal is more focused on the working class members of society. Additionally, Tatler only ever uses studio shots when using images for the magazine and Reveal focuses on using Paparazzi shots. Finally, Tatler is more sophisticated and talks about different topics that would be discussed in the richer areas of Britain and Reveal is mainly about topics that would make celebrities look bad.

Gender Representation in Advertising

The stereotype of women represented in this advert is that they should be housewives who absorb themselves in/love cleaning. This is suggested by the fact that the woman positioned on the left of the advert is hugging the box of Tide with love hearts above her head, this is trying to imply that women are in love with washing up and treat it almost as if they are in a relationship with the soap. This could also suggest that women are quite dense as they can confuse a box of soap for their partner making it seem as though they are not at all intelligent and are simply for the use of completing household chores. Additionally, the slogan, "Tide's got what women want!" is quite offensive as it suggests that women only care about cleaning and nothing else which gives the idea that that is all they are useful for.

The stereotype of women represented in this advert is that they are only there to look good, they are inferior to men and must conform to conventional standards of beauty. This is suggested by the fact that the woman herself believed that she was too skinny just because the men told her that which shows that men are superior and have control over women and that women must act on what a man has said to them immediately. Additionally, as soon as the woman gained weight and the man called her 'gorgeous' it was only then that she herself believed it and took it upon herself that she was beautiful based on a man's standards rather than her own. This is also indicated by the fact that it was more than one man that was there when she was called skinny which is a representation of the pressure that women receive to look beautiful.

The stereotype of women represented in this advert is that women are 'prizes' for men, this is suggested by the fact that the women in this advert is seen as almost being a slave working for the man. The man has most likely come back from work and so the advert could be trying to suggest that after a man's long hard day at work when they get home they are rewarded with their 'prize' being the woman. This is also suggests that women are inferior to men as they are looked down on as nothing more than an object not even a living thing which gives the idea that they are not on the same level of importance. Additionally, it supports the stereotype of women being inferior to men as the woman is not only seen as kneeling down before the man but also giving him food which almost looks like an offering suggesting the man is a God and the woman is a mere follower. The fact that the text also says, "show her it's a man's world" leaves the impression that men are the ones in control over women and women should not even attempt to challenge this.

The stereotype of women represented in this advert is that they find pleasure in doing cleaning and other household chores. This suggests that even 50 years later women are still expected to be housewives that look after the house and do things 'suited' for a woman rather than a man. Additionally, the fact that the text says, "get back to the job that really matters", this suggests that the only important job for a woman is to clean and so that is simply their only purpose/use meaning that they lack in all other areas. 

The stereotype of women represented in this advert is that women lack the intelligence to feed themselves and instead need things to be done for her. This is suggested by the fact that the woman is just blindly allowing herself to eat the burger without questioning what it is. Additionally her facial expression and the way her make-up is done makes her resemble an AI of some sort which implies that women have no common sense.  Also, the fact that she's wearing make-up suggests that all women should look just like this.

The stereotype of women represented in this advert is that women are being forced to conform to the beauty standards of our society. This is suggested by the fact that the advert is just blatantly trying to say that if you have any kind of figure that differs from that of figures similar to the woman at the bottom of the advert then you need to change yourself. It also suggests that if you don't like that you simply don't look attractive as it displays a picture of a pear which almost dehumanises women. It also sexualises women and gives the idea that the only shape for a woman is a slim shape.