Advertising CSP 3: Represent NHS Blood campaign

1) Why do advertisers use stereotypes? [6 marks]

To quickly communicate complex messages, trigger instant audience recognition and build an emotional connection with consumers.

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

reflecting dominant values, norms and aspiration while simultaneously shaping them.


1) What is an advertising campaign?

A series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or the brand itself.

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

To spread awareness that there's a low percent of black and Asian people donating blood to those in need and how if their percentage was to increase it would be helpful to many.

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

The advert wants to see more people donating blood once they see the advert.

4) Why is the advert called 'Represent'? 

It's called represent because the people in the advert all stand or act for something so the NHS want more people to represent them by donating 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.

The advert used celebrities to catch the eyes of the audience because if someone was to see their favourite celebrity in a blood donation advert they are most likely going to want to donate blood because that's what their "idol" has done. Like Lady Leshurr, Ade Adepitan and Mariah Idrissi.

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

It's showing the people that don't donate because in this scene it shows the percentage of how many black and Asian people donate and it's the lowest numbers.

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

it's in the capital of the UK(London city) and most music videos have a message to them and this one's was blood donation.


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