NHS Flashcards
what is the NHS advert?
an advert that aims to get people from the BAME community to give blood.
how does it target audiences?
it uses codes and conventions of music videos, such as low angles and rapid editing, echoing the style of many modern music videos, which also appeal to the BAME people.
who stars in the advert?
the advert features female rapper Lady Leshurr as she raps about the different ways the BAME community are represented positively.
how does the lyrics engage the reader?
repition of “you” and “we” creates a sense of togetherness and community.
how does lady leshurr adress viewers?
many closeups and eye contact of lady leshurr, creates a direct mode of address which would further engage audiences.
how does the advert target the BAME community?
the video uses many urban settings and has a ‘streetwise’ appeal, the video is mostly set on a rooftop with the view of East London where most people from the BAME community live.
another way is that the song used is rap which is common in the BAME community. also lady leshurr is a rapper and therefore appeals to young people.
what is the storyline of the advert?
first half- positive impacts and oppurtunities there are for BAME people.
second half (real message)- one area where BAME people need to step up in which is giving blood.
how are the BAME community represented in the advert?
Black and Asian people are represented in a very positive way. We see many people from the BAME community in positive roles within society such as Politicians, Scientists, Actors etc. there is mix of famous celebs as well as normal people included. The advert represents the BAMW community as one that cares.
Why is there a slow-paced long shot of empty chairs at the end of the advert?
To emphasis the lack of donation
How does the advert entertain, inform and educate their audiences?
The beat, the lyrics, the song is entertaining, informing audiences that more donations are needed, educating audiences that sick BAME patients are struggling and lives could be saved by blood donations
When was the NHS ‘Represent’ campaign made?
October 2016
social context:
Donors with Black or Asian heritage are more likely to be rare blood types. These rare blood types are essential in the treatment of patients with sickle cell disease and thalassemia which mainly affect patients of black and Asian heritage respectively.
These patients who require regular transfusions need blood which is more closely matched to their own to get the best outcome; the best way to get this match is blood from a similar ethnic background.
People of Black and Asian heritage also have a higher incidence of conditions such as diabetes – which increases the chances of needing an organ transplant. As a donor from the same ethnic background could provide the best and closest match for patients, we need more people with Black and Asian heritage tosign up as organ donors
is the advert a hybrid genre?
YES.
its and advert as well as a music video.
codes and conventions - camera movements
The camera pans down from the sky to focus on Lady Leshurr who has her back faced towards the camera. This is to convey the idea that no one is helping to donate blood and she is isolated, which further emphasizes that no one is ‘representing’
codes and conventions- camera shots
The wide angle, long shot being used creates a distance between the audience and Lady Leshurr. This connotes that the key message that more people need to help. Also, the fact that we can see the London city landscape and the sky suggests that perhaps there’s hope that BAME Londoners can help
