NHS ‘represent’ Advertisement - CSP

Question 1

Context

Answer 1

• campaign by the NHS to encourage BAME (black and asian minority ethnicity) community to ‘step-up’ and donate blood. This was done because certain rare blood groups are dominant in these communities (required for medical use).

Question 2

Why have the NHS chosen to make the video in this style?

Answer 2

The ad tries to look like a RAP video to attract its target BAME audience.

Question 3

How does the NHS target its audience apart from the style of video?

Answer 3

Media representation - the ad utilises (by featuring) members of the BAME community that are in positions of power. Members of this community are shown in powerful and integral roles. Furthermore, BAME people are represented very well in many different careers, but not as well represented among blood donors.

Question 4

How else is the BAME community effectively targeted?

Answer 4

• lyrics of RAP song
• informative slogan at the end
• final shot dollies into row of empty clinical seats + lasts for 10 seconds, this forces the viewer to focus on the vocals, which emphasise the main point of the campaign.

All of these components synthesise motivation and emotion within the viewer to go out and donate blood, effectively achieving its purpose.