1) What is an advertising campaign?
An advertising campaign is adverts produced in a series that share a singular theme, message or idea.
2) What is the objective of the NHS Represent campaign?The objective of this campaign is to convince more young Asian and black people to donate blood.
3) What does this advert want people to do once they've seen it (the 'call to action')?
This adverts wants people to book an appointment to give blood.
4) Why is the advert called 'Represent'?
They are trying to represent black and Asian blood donors.
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.
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 have chosen to feature celebrities so that the adverts will be widely viewed and to show that everyone (even celebrities) need to donate blood.
Lady Leshurr - A rap video she made went viral.
Nicola Adams - Olympic boxing champion.
Ade Adepitan - TV 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?
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
It shows that there aren't a lot of people from BAME backgrounds donating blood and that more people need to donate there blood.
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?
- There are many low-angled close-up shots
- Lots of looking directly into the camera
- Celebrities had props to do with their careers e.g. boxing gloves and a script
- Lots of gestures and expressions that fit the tone of the song
- Strong editing cuts between concept / performance and narrative
This advert subverts: .Gender stereotypes by including a female boxer, a female rapper and a female business woman.
.Ethnicity stereotypes by including BAME background celebrities.
.Disability stereotypes by including a wheelchair basketballer.
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?
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?
An oppositional reading could be that people from BAME backgrounds are lazy because they don't donate blood.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The medium shot lets you see a large space. This connotes to emptiness and a sense of sadness. This would have an emotional impact on the audience and make them want to try and help by donating blood.
Lighting: The dim lighting makes the room seem eerier
The dim lighting also connotes to emptiness
This creates a sense of urgency and danger
Actors: The lack of actors emphasises the need for more people to donate blood
Props: The three chairs emphasses how there isn't enogh people donating blood
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