1) What does BAME stand for?
- Black, Asian, Minority ethnic
2) Why is there a need for blood in the BAME community?
- There is a lack of blood donors in the BAME community.
3) What does this advert want people to do once they've seen it (the 'call to action')?
- This advert wants people of colour to donate blood
4) Why is the advert called 'Represent'?
- The advert is called 'Represent' because the advert represents many different jobs and ethnic groups.
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.
- Lady Leshurr - She is famous as she is best-known for her Queen's speech series of freestyles.
- Nicola Adams MBE - She is famous for being a former professional boxer and wining of the first ever Olympic Women's Boxing Gold Medal.
- Ade Adepitan - He is famous for being a Paralympics basketball player.
6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
- The connotations of the slow-paces long shot of the 3 empty chairs reinforces the fact that only 3% of those of the Asian ethnic group donate blood to charity.
7) How does the advert match the key conventions of a typical urban music video?
- It is set in an extremely famous city, London, and consists of featuring many famous and diverse groups of people.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
- inclusion of famous paralympic basketball player and a women CEO.
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?
- There is a person of Asian heritage working in medicine, reinforcing the stereotype of Asian's being doctors, nurses and or working with medicine.
10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
- At 1:00 in the video, the setting outside the House of Commons is significant. It helps viewers understand that the man works in politics, where laws and politics are debated. This setting reinforces the message of the ad that anyone, regardless of social class, can donate blood. The choice of the House of Commons setting suggests that even esteemed individuals, like those who work there, can participate in this act of generosity.
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