Advertising CSP 3: Represent NHS Blood campaign

 1) What is an advertising campaign?

. An advertising campaign is a series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or of the brand itself. 

2) What is the objective of the NHS Represent campaign? 

the NHS objective is to gain awareness for the people who suffer from anemia their goal is to increase the amount of coloured people who are donners as only 3% of black and Asian people are donners 

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

the adverts encourages more coloured people (eg - black and Asian ) as only 3% of coloured people are donners also at the end of the advert the three chairs could represent the three races indicating that there is a place for all 

4) Why is the advert called 'Represent'? 

the advert is called represent as it wants more coloured people to represent their culture and support others of the same race as currently 97% are white so NHS want a increase in coloured donners

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.

the producers use celebrities such as Kanya King (founder of MOBO organisation) Ade Adepitan (wheelchair basketball player) and Nicola Adams (female boxing champion) to grow awareness for here goal to increase donners

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

slow-paced long shot of empty chairs at the end of the advert is very important as its giving the message that coloured people should come donate its a type of call to action as it encourages the audience to become donners as there is space for them 

7) How does the advert match the key conventions of a typical urban music video?

the advert has key conventions of a typical urban music video such as low camera angles this is to give power to the rapper lady leshurr also another convention is looking directly at the camera this connects the audience and the speaker  

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

The advert subvert stereotypes as the black and Asian minorities are represented as a good community also the main character is a black female is subvert stereotypes of race and finally it subverts stereotypes of masculinity and femininity as it shows them as equal through out the 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?

people of colour could find the advert offensive as its could show that they don't care about others this could make coloured people more unlikely to become donner as they as basically insulting them 

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

0:06-

- Long shot - Connotations of showing and important figure / character as the character is large in the shot so it has to be shot from further which also suggests the idea that the character’s role is large.

- Mise-en-scene - the costume of the character is a urban style which shows the reality of the ad as its a day to day outfit which will help viewers understand that no blood donors and people struggling because of it is also a day to day problem.

Grade 8/9 extension tasks

1) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign?

2) How is celebrity endorsement or star power used to make the campaign stand out?

3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of their niche audience?

4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question.