Represent NHS Blood & Transplant campaign: blog tasks

 1) What is an advertising campaign?an advertising campaign is adverts produced in a series as a campaign. They usually share a singular theme, message or idea. they raise awareness of an issue or brand itself. the best campaigns have an emotional impact on audiences. they appear across multiple media platforms-print, broadcast and online. 

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

the objective of the NHS campaign is that they are trying to raise awareness that not enough young people donate blood but specifically not enough black people or Asian people donate their blood as they are more likely to have rare blood types compared to white people.

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

they want people to go and donate their blood or find out more to book an appointment go on the NHS website or call a number to give their blood and save lives.

4) Why is the advert called 'Represent'?

because the word represent they want you to represent your ethnicity by donating blood and make your ethnicity be represented better. 

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 used celebrity's to use their star power and persuade people to donated their blood as if they see their role model donating blood they fell like they should donate their blood as well.

-Ade Adepitan- who is a tv presenter and wheelchair basketball player

-Kanya King-founder and CEO of MOBO

-Nicola Adams- who is an Olympian boxer  

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

the connotations of the empty chairs are that there are not enough people donating and the longer you wait to donate blood the more people are dying and losing g their blood. they purposely show 3 empty chairs as well because it says only 3% of people that donate their blood are of black or Asian race culture ethnicity or heritage. 

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

they use low angles to make the rapper look powerful and like there words mean something. they also use a close up to show that the rapper is important enough to have their own frame in the video. the rapper looks into the camera so they can try to relate and express themselves to the audience so the audience feels the  need to donate.

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

they use a woman who raps but usually its a man rapping in the video or in general. and another way they subvert expectations they show a man in a wheelchair who plays sports and normally people who are disabled can't play sports. another way is they show people of all classes as they show an actor chef librarian to a CEO and a professional football player.  

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?

they reinforce it 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).

I choose the bit of the song when the lady is on the rooftop of a London building.

Costume-she is wearing a casual outfit with trousers and a denim jacket.

Lighting-they don't use extra lighting as they are outside as they use the sun as there main lighting.

Actor-the rapper looks straight into the camera to try a connect with the audience watching the campaign

Makeup-the rapper is wearing make and she has red lipstick which symbolises the blood that people are not donating.

Props-she is on a roof and she looks outside the window as a moment of reflections to see that people of black and Asian race are not donating their blood and representing their community.

Setting-she is on a London rooftop which she looks at everyone in ten city and see that only 3 percent of black and Asian people are donating their blood.