Advertising CSP 3:Representing NHS Blood Campaign



1) What is an advertising campaign?
Some adverts are produced in a series as a campaign

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


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

4) Why is the advert called 'Represent'? 

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.

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

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

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

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?

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


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?

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

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?

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.

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