NHS Represent

CODES AND CONVENTIONS:

TV ADVERTS:

• Slogan

• Name and image of product

• logo

• 1min 30 seconds long

• Close up shots

• USP (Unique Selling Point - It's a music video)

• Narrative Structure

• Direct Address

• Voice Over

• Stereotypes

• Jingle (theme music)

• written codes (e.g. "Register and represent", "No guts, no glory", "only 3% of blood donors are black or asian."

• symbolic codes (3 empty chairs symbolise no one there and the 3% who donate, Blood written in red font symbolises blood and danger.)

• Colour palette that links to the product (urban, muted colours link to target audience BAME community)

MUSIC VIDEOS:

• instruments

• direct address

• visuals that go with the music

• Singer/ band

• visual codes that anchor the lyrics (e.g. saying boxer/ actor and showing a close-up shot of them)

• stylised aesthetic (urban and naturalistic)

• costume that links with the genre (e.g. rap/ hip hop artists usually wear big gold chains/ sunglasses, pop artists wear bright coloured costume)- Lady Leshurr wears costume that is relatable to the BAME community BUT it is modest for the wide audience.)

THESE CREATE A HYBRID GENRE OF MUSIC VIDEO AND TV ADVERT.

The music video product targets a niche audience from the BAME community with an important public health message to donate more blood. A niche audience is a smaller specific target audience as opposed to a large mass audience. 

HYBRID GENRE

The video is a hybrid genre mixing a rap/grime urban music video with a Public Service Information advertisement. It was posted online on YouTube and the N H S website to target a niche audience of modern young members of the B A M E community who access the internet and social media on multiple media platforms (e.g. YouTube, Instagram and Facebook) and enjoy grime music.

The video was shot in locations that are known to have a large concentration of the B A M E community, such as Tower Hamlets, which is located in East London. The BAME community members will easily identify places such as Stratford, tower blocks, stadiums, sports grounds and community centres.

Interior locations:

• Lift (implicitly)

• Boxing ring

• Players tunnel (QPR)

• Offices (MOBO)

• Science labs

• Beauty Salon

• Theatre

• Gospel church / Choir room

• Fashion studio (implicitly)

• Dance studio

• Hospital/ Blood donation room

Exterior Locations:

• London/ Urban Setting

• Car park/ Yard/ Rooftop/ Concourse

• River Thames

• Westminster Bridge

• Tower Blocks

• Running Track

• Olympic Park/ Olympic Stadium/ West Ham Stadium

• QPR Football Pitch

• Balcony

• Basketball Court

• Outside the Palace of Westminster/ House of Parliament

SEMIOTICS: THE STUDY OF SIGNS- What is the denotation and connotation of everything in the video? 

The name is Represent which represents the BAME community.

The 'E' is red which connotes blood

The 'E' is backwards and looks like a 3 which symbolises that only 3% of blood donors are black and Asian.

The Establishing shot and locations in London of subways, stadiums etc represent the urban BAME community.

The Establishing shot and positioning of Lady Leshur overlooking London symbolises a "call to arms" to the BAME community.

It is establishing the low-angle shot with the blue sky and white, puffy clouds, signifying that for BAME Community, indeed, "the sky's the limit", anything is achievable, and that they can do their part and make a change by giving blood.

Low angle medium and close-up shots of KANYA KING (CEO MOBO), ADE ADEPITAN (Disabled basketball player and BBC presenter) and NICOLA ADAMS (Olympic Boxer) signify the success of the individual and represents the BAME audience in a positive way.

Use of unknown people to represent that anyone and the audience can make a difference.

Use of successful BAME celebrities represents aspiration to the audience.

Setting/mise-en-scene of 3 empty chairs in the final shot: symbolises the 3% that only give blood, a call to the audience to fill those chairs and the BAME community is needed.

The use of Rap/ Grime Hybrid genre represents the BAME community as this is popular with them.

Slow, panning shot of Lady Leshur suggests the seriousness of the BAME community needing to give blood.