1) What does BAME stand for?
BAME stands for Black, Asian and minority ethnic.
2) Why is there a need for blood in the BAME community?
Because not that much of black or Asian people are donating blood, less than 3% of blood donors are black or Asian, so they are encouraging the BAME community to donate more.
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want the BAME community to donate their blood to help other people that really need it.
4) Why is the advert called 'Represent'?
The advert is called 'Represent' because they want the BAME community to represent who they are and show that they could also do stuff to help or even save a life.
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.
The producers have chosen these famous BAME celebrities to feature in the advert because they are really well known amongst different industries and they have people among the BAME community that look up to them. One of the three well known people who appear in this advert is Lady Leshurr, she is famous for her rapping. Another well known person who appears in this advert is Ade Adepitan who is a famous basket ball player and a TV presenter. Finally, Kanya Kingas she is famous for being the founder of the MOBO awards.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The slow-placed long shot of 3 empty chairs at the end of the advert represents the 3% of people who don't donate blood.
7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a typical rap music video as there are low angle shots which give them power as they're looking down on the audience. Also, there is clear emotion and seriousness as they're trying to show that this is a important matter.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The advert subverts stereotypes by showing celebrities like Ade Adepitan who is a black, disabled basketball player. It shows that disabled people are capable of doing many things and shouldn't be held back. The stereotype of young people is subverted as it represents them as hardworking,dedicated, and successful. Also, it features MOBOs founder and CEO Kanya King who is challenging stereotypes, being a female CEO and is shown as powerful and strong.
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?
One stereotype that could be offensive is the choir group which reinforces that black women are always church singers
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The long shot of wheelchair basketball player Ade Adepitan has him in front of the Olympic stadium in London which connotes that being disabled doesn't mean you are less able than others in some ways.
