1) What does BAME stand for?
The Black, Asian, Minority Ethnic
2) Why is there a need for blood in the BAME community?
The BAME community is the most susceptible to diseases which need blood transfusions to treat, and the blood of people from BAME communities is more compatible with them.
3) What does this advert want people to do once they've seen it ('call to action')?
This advert wants people to donate blood, and in particular, they want people from BAME communities to donate blood because they usually have rarer blood types.
4) Why is the advert called 'Represent'?
The advert is called Represent because it is supposed to be representing and bringing awareness to people from the BAME community since in most mainstream media, there is an under-representation of these people.
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.
They have chosen these famous people because they want to empower their target audience (BAME community) and by using famous BAME celebrities, the audience may feel as though they are capable of doing the things that those celebrities did, making them more likely to donate blood. The advert includes an English rapper named Lady Lleshurr, who is famous for her rapping style and her clothing line. The advert also includes Kanya King, who created the MOBO awards. She is famous for getting an MBE from the queen, as well as all the work she has done for the black community.In addition to this the video includes Nicola Adams, an Olympian boxer, she is famous for winning gold and getting an OBE from the queen.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The use of the slow-paced long shot is to emphasise a sense of importance and significance of blood donations. By having 3 empty chairs in the frame, they help draw attention to the fact that only 3% of blood donors in the UK are from the BAME community, possibly causing the audience to feel a sense of guilt since they don't donate blood. In addition to this, the fact that the chairs are empty can be seen as welcoming the BAME community to donate blood. Alternatively, it can be seen as showing the BAME community what the aftermath of their lack of donations cause since the empty chairs could connote death.
7) How does the advert match the key conventions of a typical rap music video?
Throughout the video, Lady Lleshurr can be seen addressing the camera (and audience) directly, in particular when she is stood on the roof. A majority of the shots taken of Lady Lleshurr are at eye-level, as though to suggest that she is talking to the audience on a personal level. Additionally, there are constant cuts between celebrities and Lady Leshurr in the video. On everyone's faces in the video, they seem sad, possibly to make the audience feel guilty or to show us how it feels if people don't donate. The video tends to have many close-ups and low angled shots, to emphasise how powerful BAME communities can be.
8) How does the advert subvert stereotypes? Give three examples.
The video exclusively includes people from the BAME community, subverting the stereotype that people of colour decent aren't successful since the people in this video are. In addition to this, many successful and influential women are in this video, subverting the stereotype that women are not strong or powerful, and that they cannot be successful. Furthermore, there is also someone with a disability in the video, by having a disabled basketball player in the video, the music video represents all types of people, making the campaign more approachable for people.
Written By Aishwarya Odedra
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