Advertising CSP 3: Represent NHS Blood campaign

 1) What is an advertising campaign?

An advertising campaign is an advert that shares a singular theme, message and idea to raise awareness of an issue or brand itself to gain an emotional impact towards the audience. This is usually appeared across multiple media platforms such as online and broadcasts.

2) What is the objective of the NHS Represent campaign? 
The objective of the NHS represent campaign is to convince a lack of audience to be persuaded/convinced to donate blood for others for a significant cause. The NHS campaign is advertised through the genre of Rap making this a unique marketing to donate blood and also including famous celebrities to make this advertisement recognisable and viral.

3) What does this advert want people to do once they've seen it (the 'call to action')? 
The call to action towards this advert is to participate in donating blood towards those who need it as in the end of the advert there is a clip where it shows that there is only 3 percent of black and Asians donating blood. The use of the percentage being a small amount convinces the audience to participate towards the campaign of donating blood.

4) Why is the advert called 'Represent'? 
The advert is called represent because the advert shows a significance/unique strategy of including diverse people in this advert making it inclusive to all nationalities. The use of the word ''represent'' connotes a different variations of people in the advert and how they all have a different role including doctors, politicians, a boxer and a dancer

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 chose celebrities such as Ade Adepitan, Kanya King and Mariah Idrissi. This because all three of these celebs are famous for different significant reasons. Ade Adepitan is famous for being a wheel chair basketball player which signifies determination since that even though he has a disability he is still determined. Kanya King is famous for being the founder of MOBO (Music Of Black Origin), one of the most prestigious and long-standing music award ceremonies in the UK. And lastly Mariah Idrissi is famous for being the first hijab-wearing model to feature in a global campaign for H and M in 2015.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?
The connotations of the slowed paced long shot of the empty chairs makes the scene very niche whilst adding background text to make the ending of the advert quite significant and astonishing towards the audience.
7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a typical urban music video as it includes the streets of London, London itself, High buildings and pavements.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
By giving each person a role in the video that is oppositional to what the stereotype of that character is for example a women having the role as a boxer is an example of subvert stereotypes as it doesn't follows the old society's expectations of whose role it is to do a certain job or passion

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?
In the video it show cases the politician as male and no female politician shown in that scene reinforcing the stereotype that only males can be politicians leading to an oppositional reading of this is that women don't have the chance or opportunity to be a politician which can lead to negative feedback towards the video.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
The use of low camera angles in most shots of the celebrities in the video shows that they are powerful in a good cause as it shows that each one of them are determined and hard working  of what there role is as a person today which strengthens there look of character being dominant and humble at the same time.
The use of mise en scene presents everyone in the video as  diverse as its representing different ethnic groups doing different roles making this advert quite equal. Lastly the use of costume shows what individual is doing what role for example the scientist wearing a robe showing that she is a scientist from what she is wearing.






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