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'?
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.
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?
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?
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.)
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?
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).
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.
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