Advertising CSP 3: Represent NHS Blood campaign

 

Advertising CSP 3: Represent NHS Blood campaign

Sample questions for Advertising and Marketing

1) Why do advertisers use stereotypes?

Advertisers use stereotypes to make their productions seem more intriguing, believable and to make what they are showcasing seem more relatable to real life situations and problems. 

2) Explain how advertisements reflect the social and cultural contexts in which they were created.

The advertisements reflect on social and cultural contexts by making the advertisement more like how people would live daily, for example an IKEA Ad could showcase a house with furniture which is where people would be almost in their daily ads.

Represent NHS Blood & Transplant campaign: blog tasks

1) What is an advertising campaign?

An advertising campaign is a series of advertisements

2) What is the objective of the NHS Represent campaign? 

The objective is to get more people to donate blood that can be from anyone but mostly Black, Asian and young people as most would have rare blood types.

3) What does this advert want people to do once they've seen it (the 'call to action')? 

Once the advert is seen they want people to sign up and donate blood to help people who need it.

4) Why is the advert called 'Represent'?

It called represent to show what a good influence a person can be to others if they donate their blood.

5) Why have the producers chosen celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

In they advert they have included adding celebrities like Lady Leshurr (A rapper/singer), Nicola Adams (Professional Boxer) and Ade Adepitan (Television presenter/Basketball Player) because if they donated blood as an celebrity it can also boost their status trying to do something good or are seen as good people because they wanted to represent a blood donation advert.

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

The chairs at the end represent the small amount of people who decided to actually donate their blood.

7) How does the advert match the key conventions of a typical urban music video?

In the new generation many young people take big interest in music, so if the advert was based off a music video it would be a way for them to connect to the advert as well by trying to understand the message in the lyrics.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

The advert subverts stereotypes by stating Black and Asian races are needed more because their blood is stated to be pure or more rare or by saying the younger you are the better the blood because it hasn't been infested by anything yet.

9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

The advert includes some British/general slang that young people may see as a stereotype because its mostly based of what someone of their age would say but not all  young people should be stereotyped to do that.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

There are moments when the background constantly changes to the different celebrities being shown based of what they do for jobs, for example Nicola Adams was shown in a boxing ring because she is a professional boxer same for other celebrities Ade Adepitan was featured with an Olympic Stadium behind him because he is a basketball player.

Grade 8/9 extension tasks

1) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign?

It aims to build success of the campaign by raising awareness by having a choir performances in places like Canary Wharf and other.

2) How is celebrity endorsement or star power used to make the campaign stand out?

By using a celebrity to help with advertisement, their star power would be used at the same time zone of the post for promoting on sites, tv shows and other places if they must.

3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of their niche audience?

Lady Leshurr got famous for her poem like raps with her most known being 'Brilliant', Ade Adepitan got famous by competing in the Paralympics and winning gold for playing basketball and is also famous for being a tv presenter, Kanya King is famous for being founder of the MOBO organisation in 1996. The all helped the campaign by taking part in the advert.

4) How does the advert use genre and intertextuality to appeal to the target audience? You may need to research these key terms first in order to answer this question.

The advert uses music to spread the message to engage with both old and new generations which helps the new generation hear the message and the old generation understand the importance of the message.