2) There is a need for blood within the BAME community as only 3% of blood donors are a part of that specific community. It is crucial to increase the amount of people donating their blood as it provides a chance to save so many more people's lives, with a variety of people from different ethnic backgrounds taking part in doing so.
3) This advert wants to raise awareness and draw attention to the fact that such a small percentage of people from a certain community are blood donors. By doing this, it could perhaps attract a wide range of audiences and spread the key message around, in order to persuade a larger amount of people from ethnic backgrounds to donate blood to aid someone else.
4) The advert is called "Represent" because it motivates people within the BAME community to stand up and donate blood for the sake of those in need, and so that they can represent the Black, Asian and minority ethnic on a much vaster scale. It also suggests that they should strive to show compassion and empathy for others and create a sense of morale, so that they can represent themselves for a good cause.
5) The producers used famous celebrities who are a part of the BAME community in order to represent and voice their cause using people within the same community who support their intended message. Some of these celebrities include: record breaking Olympian Nicola Adams MBE, TV presenter and wheelchair basketball player Ade Adepitan and MOBO's own Founder and CEO Kanya King MBE.
6) The use of the slow-paced long shot of empty chairs towards the end of the video perhaps indicate how the chairs are waiting to be filled by more people willing to help and donate their blood, however they remain empty; clearly emphasising how important it is to bring in more people as there are so little people that are actually willing to do it - again linking back to the 3% of people that do.
7) Key conventions of a typical urban music video include the style and narrative of it. Also, the setting of which the video was filmed portrays different areas, including a large overlook of city buildings which add to the 'urban' genre. The mise-en-scene, including the props, lighting, costume, hair, make-up and locations also evidently add to the whole typical urban music video concept - for example the specific jewellery each person wears. It also clearly displays the clear raw emotions of the artist, which reflects onto her facial expressions and gestures as well as the many low-angled close-up shots, indicating that the artist has a sense of power over the audience.
8) The advert subverts stereotypes by using different people with a variety of ethnic backgrounds, in an attempt to fully communicate their main message to the audience. It also includes people from a range of different religions including Muslims and Sikhs, people with underlying health conditions or impairments and more who all make up a diverse and miscellaneous group of people. Also, it portrays oppositional gender roles - one of them being the woman who was boxing; which exemplifies how certain stereotypes such as women not being able to do physical or 'manly' activities are completely disregarded within this advert.
9) The oppositional reading of this advert could be that some may feel as though they are being singled out for not being a blood donor due to their own personal beliefs or opinions on the matter. Also, it may reinforce several negative stereotypes of the BAME community by creating an idea that they are somewhat 'selfish' or 'self-absorbed' as the advert calls these people out for having an alarmingly low statistic of blood donors in the UK, leading people to see the message in a different light.
10) The advert uses a range of camera shots, from quick close ups to slow-paced long shots, including direct contact with the camera which makes it feel as though it's a one-on-one conversation. This keeps the audience engaged and draws their focus onto the video, which helps raise more awareness for the message that the producers are attempting to give out to their viewers; they also work well with the pace of the advert and create more meaning to it with each scene. The various uses of mise-en-scene displayed throughout the 'Represent' advert also encourages the niche audience to step up and take responsibility, through the use of well-known celebrities within the BAME community. Not only does this attract more attention to their cause, but it can influence people's own opinions or ideas and give them the chance to develop a new one. By using different inspirational celebrities who major in a vast abundance of jobs and career paths, from Lady Leshurr to Nicola Adams, it gives off the message that no matter who you are or what you do, you have the chance to donate your blood and save the lives of many others. This is also shown through their costumes, as each outfit makes it clear to the audience who they are and what it is that they do for a living and defines their role in the advert. The use of different settings helps to maintain a more regular and realistic picture of day-to-day life, which is vital in order to allow the consumers to relate or connect with the advert and massively involve themselves within the cause.
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