Represent video Flashcards
Why is there a need for blood in the BAME community?
people from Black or Asian heritage are more likely to have rare blood types, which are needed in the treatment of certain diseases that predominantly effects the BAME community
patients need blood which is more closely matched to their own; the best way to get this match is blood from a similar ethnic background
what are the codes and conventions of rap music videos?
Many low-angled, close up shots to imply the artists’ power over their audience. The low angle gives them the power, because they look down on the audience and the close up gives status because it implies they’re important enough fill the entire frame.
- Direct address - artist looks straight into the camera as if to talk or have a conversation with the audience, relate to them
- Props regarding costume tend to be used, for e.g. gold jewellery (male rap artists are commonly known to wear heavy chains or prominent rings)
- Show a clear display of emotions - tone of the song expressed through an artist’s gestures and facial expressions.
how does the advert’s title ‘Represent’ target its audience?
sans serif font - modern, clear, bold, eye-catching
parts of the word missing - emphasises how NHS are missing BAME donors
red text - link to blood and life
how does the represent advert target an urban audience?
mise-en-scene - urban setting, shot of rooftop and London skyline - Lady Leshurr looking out at London, possibly an enigma code - seeking help from BAME audience for blood
casual urban clothing - targets younger audience, clothes are relatable and familiar to urban audience
lyrics ‘we are the sound of the streets’ - sense of community, inclusive
how does the represent advert target its audience?
direct address - both Lady Leshurr and other celebrities directly look into the camera, as though they’re acknowledging audience - Lady Leshurr raps directly to the camera ‘you could be’, as though she’s speaking to the BAME audience personally - engages audience and is persuasive
- mentions a wide variety of jobs which targets people from many different backgrounds - also mentions aspirational careers suggesting people from the BAME community have the potential to be very successful ‘flying private’, footballer, boxer
how does the use of testimony in the represent advert engage its audience?
use of many celebrities emphasises how important the issue (lacking BAME blood/organ donations) is - creates a sense of community, no matter your profession or cultural background everyone is needed to save lives
why are stereotypes avoided in the represent advert?
A
only positive representations used because the advert is targeting a BAME audience and wants them to take the preferred reading, which is to donate blood/organs
however use of London Community Gospel Choir could be seen as stereotypical - reflects the popularity of gospel music in black community
and there are many sports roles shown which could reinforce the stereotype that many black people are athletic
how does the represent advert target a British audience?
shots of London skyline, Big Ben, the Houses of Parliament - creates the idea that this issue is one of national pride
how is gender represented in the represent advert?
men are represented as strong, successful and powerful throughout the advert - traditional representations
challenges female stereotypes - woman with a hijab working in a science lab, women in STEM - business woman, suggests she is successful
how does the slogan ‘register and represent’ engage the audience?
it is simple, memorable, alliteration
creates the idea that audience have the power to be heroic and save lives
what is the overall message of the represent advert?
for a BAME audience to take pride in their heritages/cultural backgrounds and donate blood/organs to save other members of their community
How does the video engage the audience
(1) The advert was constructed in a music video format. This way, it can entertain the listener but also at the same time give them a message.
(2) The song is a catchy rap which features Lady Leshurr which might again attract her fans to watch.
(3) Uses a great number of celebrities with lots of different successful careers. This engages the audience and makes this think this issue must be important. Using celebrities is very persuasive.
(4) Targets British people - uses shots of parliament, Big Ben. Also of British MP Chuka Umunna alongside iconic buildings, which represents this issue as one of national pride.
(5) Use of direct address: Lady L says directly addresses the camera and therefore the audience, saying “ you could be”. Very helpful way to engage the audience.
(6) Eye contact with the audience as if the artist is talking directly to the audience.
(7) Lyrics - are inclusive and represent black and Asian people as part of a big important community.
(8) Uses a personal mode of address by switching to the first person, “We are the voice of the streets… we are the ones making policies”.
In what way does the advert challenged traditional stereotypes.
(1) It opens with a female rapper, Lady Leshurr. The rap music world is traditionally dominated by men.
(2) It includes Ade Adepitan, who is famous as a basket ball player and a TV presenter. He challenges the sterotypical representation of disability, being independent and physically successful. In media, disabled people are often depicted as being very weak and dependent on others or not represented at all.
(3) It also includes Kanya King, who is famous for being the founder of the MOBO awards and a very successful businesswomen. She has been named one of Britain’s most influential people so by being in this advert she can use her skills to influence people to donate blood. She challenges the sterotypical representation of a successful business person, which is often depicted in media as being middle aged white man. In the advert, she wears a smart suit which represents how she’s professional and wealthy
(3) The video shows a woman boxing; This challenges the stereotype that women are not violent.
(5) More black and Asian women shown in scientific roles, challenging gender stereotypes of femininity
What does BAME stand for?
Why is there a need for blood in the BAME community?
Black, Asian, and minority ethnic
Because less than 3% of blood donors are black or Asian.
People from these communities are more likely to have rare blood types and rare genetic conditions like sickle cell that need blood transfusions, so it’s important these communities have enough blood and organs available.
Why is the video called “Represent”
It suggests black and Asian audiences step up and represent their community by joining the doner register and making a difference, be a hero. Be one of the 3% (hopefully more) of the population that is donating.
How does the video look to capture its target audience
In the video, Black and Asia people are very positively represented as heroic successes as the advert aims to target this population. It avoid stero-types and aims to draw this population in.
(1) It features Lady Leshurr who is famous for her British grime and hip hop rapping which is most commonly listened to by black people who are the B in the BAME community
(2) There is a very urban feel about the advert, which looks to attract a younger, more urban type of audience. The opening rooftop setting shows city, use of lots of urban casual clothing. Casual clothing makes the girl see real, familiar and relatable.
(3) The advert includes a diverse collection of people, male, female, Asian, Afros, headscarf - including people from different cultural backgrounds, and disabled. It also shows a cross-section of activity, including sport, disability, the arts and politics.
The suggest this issue relates to people from all different backgrounds. It also helps the audience from across the entire population feel they are part of this group, part of this campaign
How makes the slogan “Register and Represent” presented at the end and the logo “Give blood, save a life” impactful
Both are simple messages; use of simple wording makes it easy to remember which is important for adverts
Use of Repetitive “Rs” a simple memorable alliteration, which will make it a memorable slogan
what is the NHS Represent Video
What does this advert want people to do once they’ve seen it (‘call to action’)?
The NHS blood and transplant marketing campaign, ‘Represent’ featuring Lady Leshurr, is directly aimed at the BAME audience in an attempt to boost the number of blood donors from this section of society.
The advert aims to encourage more black and Asian people to sign up and get on the donor register
How does the video emphasis the importance of the issue?
(1) The video opens with the title “Represent” which is a bold modern font and is eye catching but there are bits of the title that are missing. That connotes the gaps in the blood and transport banks; Use of the colour “red” for letters in the title links to blood, health and life. Black font also makes the issue seem important and appeal to black audiences
(2) The opening seen sees Lady L facing away from the camera. This adds a sense of enigma - that she’s looking to the world for help for the future
(3) The fading out of the song and hospital empty chairs emphasises the seriousness of the situation - about the lack of donors of blood/organs - a lack of representation/people at the hospital Only 3% of Blood donars are black of Asian.
(4) Serious, sad faces of Lady L add to this feeling - sad facial expression adds reflective and important tone - gets people to think about what’s going on and what the impact can be
Why are so many successful BAME role models included? What is the main message.
The main message is that with a positive attitude and qualities, the BAME community can achieve great things.
The role models represent black and Asian doners as powerful heroes. The advert suggest that if the audience were to donate blood, then perhaps they may be the hero
The sign in the advert “Not buts, no glory” sigh suggests you
you will somehow achieve glory by signing up and donating.
