Represent NHS Blood & Transplant campaign: blog tasks

 1) What is an advertising campaign?

• Adverts produced in a series campaign
• Share a singular theme, message o idea
• Raise awareness of an issue or the brand itself, the best campaign will have an emotional impact on audience
• Appears across multiple media platforms-print, broadcast and online

2) What is the objective of the NHS Represent campaign? 

The objective of the NSH Represent campaign is to get more young people with Black and Asian heritage to become blood donors since there was only 3% of them in 2016.

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

The advert wants people to donate blood or become  blood donor.

4) Why is the advert called 'Represent'? 

The advert is called 'Represent' because it is to represent the net generation of donors in a new and creative way.

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.

The producers have chosen celebrities to feature the advert because then other people can recognise the celebrities and make the song more popular. The celebrities featured in the advert are Kanye King(MBE, MBO, CEO and Founder of MOBO Organisation), Nicola Adams(The worlds first female boxing Olympic champion) and Ade Adepitan( MBE, televsioon presenter and wheelchair basketball player)..

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

Connotations: At the end of the advert where there was empty chairs, this means that Lady Leshurr is trying to show that there is not a lot of young Black or Asian kids of just a lot of people in general showing up to donate blood.

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

The advert matches the key conventions by using low angles to make the rappers look powerful and that the words they say mean something.

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

They subvert the stereotypes by using a woman who raps but normally its a man rapping in the video or in general. And also another way is that they subvert expectations by showing a man in a wheelchair who plays sports and normally people who are disabled can't play sports.

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?

The advert reinforces ceretain steryotypes by as they name normal jobs not creative jobs so they saying you can only be these jobs if you are in this community and cant do a more creative job.

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

One key moment I choose from the advert is at the end of the advert, the scene shows a zoom in towards three empty chairs in what seems to be a clinic, the zoom in can suggest that those chairs are important. The three chairs are a link towards the 3% of black and Asian people who donated their blood, The emptiness suggests that not enough people are donating blood . The lack of movement in the scene suggests the lack of action of us, showing how we are not taking action to save lives. Props used are the three chairs that are used in clinics or hospitals for people to donate blood. The scene around the chairs shows a room with windows behind the chairs with the blinds closed, perhaps this symbolises how the world does not see the issue or how the world cannot see how vital this problem is. As the camera zooms in closer towards the chair in the centre from long shot to medium long shot, This can perhaps suggest that we must focus on this issue and to have us start donating blood to save lives, maybe the chairs can also suggest lives, empty could mean that people are losing their lives?