Represent NHS Blood & Transplant campaign
1) What is an advertising campaign?
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
- Shows a females doing masculine jobs or hobbies like a scientist and a boxer
- shows a disabled wheel chair person being able to play basketball
9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
- shows a black man as successful but only in a sport field could be offensive
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
An advertising campaign is a series of adverts that have a similar theme or message
2) What is the objective of the NHS Represent campaign?
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want people to donate some of their blood
4) Why is the advert called 'Represent'?
The advert is called 'represent' because they want the under-represented people (ethnic minority groups and black and Asian people) to donate their blood. They are under-represented is this field and they want them to stand out more.
5) Why have the producers chosen 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.
They chose to use celebrities like Lady Leshurr, Nicola Adams, Ade Adepitan and Chuka Umunna to utilise STAR POWER. Lady Leshurr is a popular artist, Nicola Adams was a former British boxer, Ade Adepitan is a is a wheel chair basketball player and Chuka Umunna was a former member of parliament.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
Connotes that there isn't enough black and Asian blood in the hospitals. Also implies that people are dying because of this, this is showed by the chairs being empty.
7) How does the advert match the key conventions of a typical urban music video?
To convince young black and Asian people to donate blood because there is a lack of their blood type and if some needs that specific blood they will die since there isn't enough.
They want people to donate some of their blood
4) Why is the advert called 'Represent'?
The advert is called 'represent' because they want the under-represented people (ethnic minority groups and black and Asian people) to donate their blood. They are under-represented is this field and they want them to stand out more.
5) Why have the producers chosen 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.
They chose to use celebrities like Lady Leshurr, Nicola Adams, Ade Adepitan and Chuka Umunna to utilise STAR POWER. Lady Leshurr is a popular artist, Nicola Adams was a former British boxer, Ade Adepitan is a is a wheel chair basketball player and Chuka Umunna was a former member of parliament.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
Connotes that there isn't enough black and Asian blood in the hospitals. Also implies that people are dying because of this, this is showed by the chairs being empty.
7) How does the advert match the key conventions of a typical urban music video?
- music, rap/grime
- on the roof of a car park
- fast pace editing, transitions
- performance and lip syncing
- casual clothing
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
- Shows a females doing masculine jobs or hobbies like a scientist and a boxer
- shows a disabled wheel chair person being able to play basketball
- shows a middle class women able o say a strong message
9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
- shows a black man as successful but only in a sport field could be offensive
- show a man as a politician could be offensive people could think that they are communicating females can't be politicians
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
THE TREE CHAIR SHOT
the empty chairs connotates that here aren't enough blood donors and the empty chairs suggests people are dying due o his. Also communicates a strong message that we have to do something to change this.
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