1) What does BAME stand for?
Black-Asian-Minority-Ethnicity.
2) Why is there a need for blood in the BAME community?
Only 3% of blood donors are black or asian and for diseases that mainly affect black/asian communities, it's better to use blood from people with black or asian heritage.
3) What does this advert want people to do once they've seen it ('call to action')?This advert wants to encourage more young people from the BAME community to donate blood.
4) Why is the advert called 'Represent'?
The advert is called 'Represent' as it is aimed at getting ethnic minorities to donate blood-it's representing people of all races.
5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
Ade Adepitan-British television presenter and wheelchair basketball player.
Kanya King- Founder of the MOBO awards.
Mariah Idrissi-British Moroccan/Pakistani model, public speaker, and online personality.
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
The three chairs could indicate the 3% that donate and the reason they are empty is to suggest there is no one donating any blood. The slow paced shot accompanied by the music could be an attempt at creating an emotional connection with the consumer, persuading them to donate blood.
7) How does the advert match the key conventions of a typical rap music video?
The advert uses low angled shots in order to portray members of the BAME community as powerful and strong. The rapper also stares directly into the camera to communicate the seriousness of the message.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
They used a disabled man in a wheelchair for a basketball player.
The scientists are female, black and muslim.
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