Advertising case study 2: Represent NHS Blood campaign

1) What does BAME stand for?

Black Asian and Minority Ethnic

2) Why is there a need for blood in the BAME community? 

Because blood from minority groups are different to blood from white races, so different blood is needed, yet only 3% of blood donors are from BAME backgrounds

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

Donate blood if they are from a BAME background because only 3% of people who donate blood are from BAME backgrounds

4) Why is the advert called 'Represent'?

Because it is trying to "represent" the BAME community

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.

Record breaking Olympian Nicola Adams MBE

TV presenter and wheelchair basketball Pater Ade Adepitan

MP Chuka Umunn

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

The empty chairs are the empty spots for BAME blood donators because only 3% of blood donors are from BAME backgrounds

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

It is filmed in an abandoned building in the middle of a town and the style of music is rap. The music video is representing people from BAME backgrounds partaking in many different activities.

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

It shows that anyone from a BAME community can be anything they want to (Doctor, Sportsman etc.). It also shows that any gender can be anything such as women in sports and medicine. Another example is that disabled people can still be success sports stars.

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?

It shows black people in sports which is very typical for many of the black community.

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

The empty chairs at the end represent the empty spots that people from BAME backgrounds need to fill up by donating their blood. The track zoom gives a greater feeling of loneliness because the chairs are "feeling lonely" from the lack of  BAME people coming to donate their blood.

Autumn term index

1) Introduction to the subject and you https://shreyammedia.blogspot.com/2020/09/first-blog-task.html

2) Key concepts (LIAR) and analysis of Film Poster https://shreyammedia.blogspot.com/2020/09/movie-poster-review.html
3) Denotation and Connotation: Advert analyses (WaterAid) https://shreyammedia.blogspot.com/2020/09/denotation-and-connotation.html
4) Mise-en-scene: Stranger Things https://shreyammedia.blogspot.com/2020/10/mise-en-scene.html
5) Camerawork and editing blog tasks https://shreyammedia.blogspot.com/2020/10/camerawork-and-editing-analysis.html

6) Blog feedback and learner response https://shreyammedia.blogspot.com/2020/10/october-assessment-learner-response.html
7) October assessment – feedback and learner response https://shreyammedia.blogspot.com/2020/10/october-2020-blog-feedback-and-learner.html

8) Reception theory – Harry Brown trailer analysis https://shreyammedia.blogspot.com/2020/11/reception-theory.html
9) Audience effects theory - Blue Planet analysis https://shreyammedia.blogspot.com/2020/11/audience-effcts-theory.html
10) Audience and Industry - impact of internet essay https://shreyammedia.blogspot.com/2020/11/industry-and-audience-power-essay.html

11) Industries - Ownership and control (Facebook and Instagram) https://shreyammedia.blogspot.com/2020/11/ownership-and-control.html
12) Film Industry: Introduction to Marvel https://shreyammedia.blogspot.com/2020/12/film-industry-marvel-cinematic-universe.html
13) Film Industry: Doctor Strange https://shreyammedia.blogspot.com/2020/12/film-industry-doctor-strange.html
14) Film Industry: I, Daniel Blake https://shreyammedia.blogspot.com/2020/12/i-daniel-blake-blog-tasks.html
15) Audience and Industry internet essay - feedback and learner response https://shreyammedia.blogspot.com/2021/03/lr-industry-and-audience-power-essay.html

LR - Industry and audience power essay

1) Copy and paste your feedback from the email in full - WWW, EBI and LR.

WWW:

• Some ability to comment on the three traditional types of media industries e.g., music, film and television and print and how the internet has impacted these.

• Some examples provided on how the internet has affected an industry e.g. streaming services causing audiences to ‘binge watch’

EBI:

• Lacking enough detail - this is under the word count. If you gave more examples for each type of industry and included audience theory you would meet the word count requirement.

• Lacking audience theory in your essay e.g. Uses and Gratifications, active and passive audiences, Hypodermic Needle theory, Two-Step flow model’.

2) What was the word count for your essay?

422

3) What was your strongest paragraph? Why do you think it was better than others?

In the music industry, audiences have benefited massively from the internet. This is because of services such as Spotify and YouTube which allow for quick and convenient access to millions of different songs. Downloading songs has never been easier and most music is free to listen to unlike a few decades ago. Many artists can become popular just by making songs at home by sharing them online. This gives audiences power to make or break the career of artists by giving positive/negative feedback of the song.

This is my strongest paragraph because it is used as my hook to show the true power of the internet and it also contains thhe most words

4) What was your weakest paragraph? Why do you think it wasn't as good as others?

However, audiences can get addicted to shows and start to repeatedly "binge watch" these shows, which is a trap that the producers want to catch the consumers in. In addition to this, many people using online services to watch films and TV shows are restricted to smaller screens such as a phone.

This is my weakest paragraph as the last sentence does not make any sense

5) How can you improve your extended writing in GCSE Media Studies in future?

Cut out the waffle/unnecessary bits of the essay and only write things that are important/provide value to the essay

6) Write ONE thing you have learned about the internet, audience and industry from completing this essay.

The media industry has great power over its audience.

OMO Advert

1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s?

As housewives/objects who are supposed to conform to their husbands and follow traditional societal expectations of women.

3) How does the heading message ('OMO makes whites bright') and typography promote the product?

As a magical washing up detergent designed to clean clothing in the best way possible.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The woman is centered wearing traditional feminine clothing and makeup, with a shocked impression implying that the product is working wonderfully. This clearly shows that a woman's role in society was to clean and do housework

5) Why is a picture of the product added to the bottom right of the advert?

To add detail and show off the product that they are marketing.

6) What are the connotations of the chosen colours in this advert - red, white and blue?

Red white and blue are the colours of the british flag. White is used predominantly to represent cleanliness and freshness

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

It adds extra detail to the advert for those who are already hooked in. For example, the line "This'll shake you, mother!" shows to the reader that women will be shocked when they use this product because of how effective it is.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

Women are represented to be housewives/objects which was the typical sterotype of women in the 1950's. The woman in the advert is seen wearing makeup and hanging up clothes, a traditional expectation of women.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The producers wanted the audiece to think that this was a great product that all women should use

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

A modern audience would be offended by the way women were represented in this advert because nowadays there are more and more people advocating for equality and women's rights, which are trying to get rid of gender stereotypes.

Gender stereotypes in advertising

 1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. 

Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

Women are portrayed as objects and are expected to be traditionally feminine. For example in the first advert the woman is seen wearing makeup and is hugging the washing detergent as if she loves cleaning that much.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

Women are sexualised more often and wear revealing clothing. For example in the last two adverts  both women are wearing bikinis.

5) How do your findings suggest representations of gender have changed over the last 60 years

The stereotypes of women have gone from being a cook/cleaner to being a model/being sexualised