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.
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.
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