Advertising CSP 3: Represent NHS Blood campaign

1) What is an advertising campaign?

An advertising campaign is a series of ads and activities designed to promote a product, service, or idea to a group of people.

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

The goal of the NHS Represent campaign is to encourage young people to get involved and show their support for the NHS, by sharing their stories and experiences.

 

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

The advert wants people to join in and show their support for the NHS by sharing their own stories or experiences.

4) Why is the advert called 'Represent'? 

The advert is called "Represent" because it encourages people, especially young ones, to stand up for and show pride in the NHS.

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.

The producers chose celebrities to make the NHS Blood advert more attention-grabbing and relatable, with famous faces like Lady Leshurr, a rapper known for her music and TV appearances, Nicola Adams, an Olympic boxer, and Mabel, a popular singer, because their fame helps reach a wide audience and make the message stand out.

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

The empty chairs at the end of the advert make people think about how important it is to keep the NHS going, and how we all need to show support to help it stay strong.

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

The advert matches the key conventions of an urban music video by having Lady Leshurr perform with a lot of energy, using catchy music, stylish outfits, and a lively, colorful setting, all while celebrating diversity, just like in her usual music videos.

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

The advert breaks stereotypes by showing young people from different backgrounds working together, challenging the idea that only certain groups care about the NHS, and showing men and women being strong and active in supporting the cause. For example, it features a young woman, a famous footballer, and a disabled person, all in roles that break traditional expectations.

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 reinforces some stereotypes by showing mostly young, urban people who are active and cool, which might make others feel that it’s only certain types of people who care about the NHS. Some audiences might find this offensive if they think it ignores older people or those from different backgrounds.

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

In a key moment of the NHS Blood advert, Lady Leshurr raps passionately in front of a diverse group, with close-up shots emphasizing her energy and wide shots showing unity, while bright lighting and casual costumes highlight the inclusivity and urgency of blood donation.