1) What does BAME stand for?
It stands for 'black,Asian and minority ethnic'.
2) Why is there a need for blood in the BAME community?Because there are unique blood types and they are mostly common in the BAME community.
3) What does this advert want people to do once they've seen it (the 'call to action')?
So they can help save lives and keep people from diseases.
4) Why is the advert called 'Represent'?
4) Why is the advert called 'Represent'?
Because they want the community to do something and represent their heritage also that its urban music terms.
5) Why have the producers chosen famous BAME 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.
5) Why have the producers chosen famous BAME 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 famous bame celebrities such as Lady Leshurr to try and influence others to follow their steps and donate blood and also Nicola Adams as shes a female boxer which shows women are capable of doing anything defeating the stereotype.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
Showing that theirs barely anyone donating blood but also showing that if no one is going to donate blood a lot of lives will be sick and die in a way to make the audience feel bad and sympathetic.
7) How does the advert match the key conventions of a typical urban music video?
7) How does the advert match the key conventions of a typical urban music video?
It matches the urban stereotypes as Leshurr is on a rooftop of a car park near an estate in London rapping reinforcing black stereotyping and how black people are dancing and singing.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
Ade Adipten is shown in a Olympic stadium and presents disability as no barrier to sporting success , Nicola Adams as shes a female boxer going against stereotypes and is shown as powerful and strong where as stereotypes make women seem small and weak, Chuka Umanna as shes a labour MP which subverts black male stereotypes.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
Ade Adipten is shown in a Olympic stadium and presents disability as no barrier to sporting success , Nicola Adams as shes a female boxer going against stereotypes and is shown as powerful and strong where as stereotypes make women seem small and weak, Chuka Umanna as shes a labour MP which subverts black male stereotypes.
9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
Some people would find this offensive as its showing a black people rapping dancing which reinforces black urban stereotypes and also when Leshurr says 'we are the sound of the street' representing how their working class and how they have to fight for themselves.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (using CLAMPS).
Some people would find this offensive as its showing a black people rapping dancing which reinforces black urban stereotypes and also when Leshurr says 'we are the sound of the street' representing how their working class and how they have to fight for themselves.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (using CLAMPS).
The camera shots in the ending showing the empty chairs representing the fact that if Asian and black people don't donate blood to help then they will die connotating that there wont be anyone sitting on those chairs as they would be dead if blood is not donated.
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