NHS Blood & Transplant campaign CSP

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 1) What is an advertising campaign?

An advertising campaign is a series of advertisements that share a singular theme, message or idea.


2) What is the objective of the NHS Represent campaign? 
To get members of ethnic minorities top donate blood.

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

4) Why is the advert called 'Represent'? 
They want people to represent their ethnicity and donate blood.

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 put celebrities like Ade Adepitan and Nicola Adams to give someone inspiration to help out the community and give blood.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The connotations of that shot is that no one from ethnic minorities donates blood and they want to encourage them to stop and start donating blood.

7) How does the advert match the key conventions of a typical urban music video?
close up camera shots, video shot in multiple places with different people, etc.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) They include many members of the BAME community. They also include people of the disabled community in this advert.

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?
They don't include other ethnicities other than Black and Asian. This could offend other minorities. 

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS). 
Audience expression. They all seem to be serious about donating blood and they seem to look happy towards the end of the advert. They might be happy because they donated blood. 

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