NHS Give Blood : Represent Ft. Lady Leshurr
Why is the advert called Represent?
• It represents Black and Asian ethnics. • The red E in the logo represents blood. • E stands for ethnicity - possibly backwards to represent minorities. |
MOBO - Musical of black origin
- the advertisement is most likely being sponsored by MOBO. Niche audience - Small subset with very unique interests or characteristics. Mass audience - Large group with a lot of people. BAME Community - Black, Asian and minority ethics. Hybridity - A mix of two or more genres Intertextuality - Creating references to any kind of media using other media. Linear narrative - Narrative that works in one line. Non-linear narrative - When there's interruptions Single-strand narrative - Focus around one character. Multi-strand narrative - Focus around many characters Selection - Some representation that have been selected. Mediation - The process everything goes through before it reaches an audience. Construction - The way the advert has been put together. e.g camera angles and the use of different point of views. |
Semiotics/message of the advert
• The advert gives the message that everyone needs blood.
- They have done this by using both ordinary people and famous people in the advert. This gives the message that no matter how famous or ordinary you are, you still need blood.
• Empty chairs
- Perhaps, the empty chairs in the advert is suppose to represent how no one gives blood.
• " The sky has no limit '' (lyrics)
- Shows that everyone can donate blood.
• The advert also cross references with sports.
- Uses a basketball player in the advert.
• A lot of money is infested into making the advert
- The advert was filmed in 13 different locations, this shows that a lot of money was put into actually filming the advert and also a lot of time was taken to produce the advert. This further shows their desperation of conveying the message to the audience.
Visual representations
• Challenges traditional stereotypes
- The advert features a female rapper, boxer, coach and businesswoman which are professions that are mostly represented by men
• The advert gives the message that everyone needs blood.
- They have done this by using both ordinary people and famous people in the advert. This gives the message that no matter how famous or ordinary you are, you still need blood.
• Empty chairs
- Perhaps, the empty chairs in the advert is suppose to represent how no one gives blood.
• " The sky has no limit '' (lyrics)
- Shows that everyone can donate blood.
• The advert also cross references with sports.
- Uses a basketball player in the advert.
• A lot of money is infested into making the advert
- The advert was filmed in 13 different locations, this shows that a lot of money was put into actually filming the advert and also a lot of time was taken to produce the advert. This further shows their desperation of conveying the message to the audience.
Visual representations
• Challenges traditional stereotypes
- The advert features a female rapper, boxer, coach and businesswoman which are professions that are mostly represented by men
Why is there a need for blood in the BAME community
They want blood donors from all communities and ethnic backgrounds so that they can meet the needs of all patients. Black, Asian and minority ethnic are especially needed because some patients need blood that is closely matched to their own. Some other diseases or blood conditions also requires blood that can be closely matched with the patient's blood since the most commonly affected people are Black, Asian and minority ethnic group. An example of a blood condition would be sickle cell disease, thalassaemia and other diseases that is treated through blood transfusion. The bloods and best matched with those from the same ethnicity.
It is said that less than 5% of blood donors last years were from black, Asian and minority ethnic communities even though around 14% of people in the UK are black, Asian and minority ethnic communities.
It is said that less than 5% of blood donors last years were from black, Asian and minority ethnic communities even though around 14% of people in the UK are black, Asian and minority ethnic communities.
Genre
The genre of the music video is obviously rap, this is mainly because of Lady Leshurr's rap. However the genre could also be conveyed by its codes and conventions. Some code and conventions of the genre rap are:
- Low angled and close up shots to represent power between the artist and the audience. This is because when a low angle is used the artist has to look down at the audience. Close shots shows power because it shows that the artist is important enough to have a whole frame dedicated for themselves.
- Eye contact with the audience as if the artist is talking directly to the audience.
- Jewellery such as heavy rings and prominent rings.
- Clear display of emotions. The artist usually conveys the emotion of their song by their tone of song and facial expression. For example anger could affect the tempo of the song (usually faster) and the artist would have an aggressive facial expression.
How is the BAME community represented visually?
The BAME community is represented in diverse way as it challenged traditional stereotypes. The advert has a black woman as a businesswoman which obviously has a high status, the advert also has hijabi women which shows different ethinicities. Futhermore, the advert also includes people with disabilty, women engaging in different jobs such as a boxer and a coach and people of different ages. This allows the advert to target a wider range of audience as they are more likely to be able to identify with the people in the advert which might then lead them to actually donating blood.
Selection
- Some things were left out probably due to the time limit they had of 2 minutes, with this amount of time they have to be able to convey their main message to the audience which then leads to some parts being left out. They might choose to have a time limit of 2 minutes because of the audience's attention span. They have to keep the audience entertained while also conveying their message.
Mediation
- Some footage were probably cut down and we can see this is the behind the scenes. This is again probably due to the strict time limit. Some extra scenes might have been left out because they don't give the clear message for the video
Construction
- The advert was constructed in a music video format. This way, they can both entertain the listeners but also at the same time give them a message. The song is a catchy rap which features Lady Leshurr which might again attract her fans to watch it.
Selection
- Some things were left out probably due to the time limit they had of 2 minutes, with this amount of time they have to be able to convey their main message to the audience which then leads to some parts being left out. They might choose to have a time limit of 2 minutes because of the audience's attention span. They have to keep the audience entertained while also conveying their message.
Mediation
- Some footage were probably cut down and we can see this is the behind the scenes. This is again probably due to the strict time limit. Some extra scenes might have been left out because they don't give the clear message for the video
Construction
- The advert was constructed in a music video format. This way, they can both entertain the listeners but also at the same time give them a message. The song is a catchy rap which features Lady Leshurr which might again attract her fans to watch it.
Uses of gratifications in the music video
- The music video allows the audience to be informed and educated about blood donors. The music video provides statistics to show the percentage of Asians and blacks blood donors. This will then make the audience more aware of the lack of black and Asian blood donors.
- The music video also allowed the audience to identify with the characters/people in music video. This is because the video features black, Asians and minorities participating in different activities/jobs, with different status and genders. The audience are can then relate to the characters in the video and therefore learn more about themselves.
- As this is a music video, one of its purposes is to entertain its audience. This advertisement have done a great job advertising by producing a music video since a lot of people listen to music and therefore will find their advertisement entertaining.
- The advertisement also provides the audience a topic for social interaction. The audience can raise awareness by spreading and talking about the messages conveyed in the music video.
- The music video also allowed the audience to identify with the characters/people in music video. This is because the video features black, Asians and minorities participating in different activities/jobs, with different status and genders. The audience are can then relate to the characters in the video and therefore learn more about themselves.
- As this is a music video, one of its purposes is to entertain its audience. This advertisement have done a great job advertising by producing a music video since a lot of people listen to music and therefore will find their advertisement entertaining.
- The advertisement also provides the audience a topic for social interaction. The audience can raise awareness by spreading and talking about the messages conveyed in the music video.