1) BAME stands for Black, Asian minority ethnicity.
2)Their is a need for blood in the BAME community because their has only been 3% ethnic minorities giving blood to the NHS.
3)They want every one to donate some blood to the NHS especially the ethnic minorities and youngsters.
4)Its because the ethnic majority compared to the ethnic minority is 97% and the ethnic minority has 3%, and we should represent our ethnicity and donate more blood.
5)The reason they have chosen BAME celebrities specifically is because it helps the audience to connect with the celebrity as it is someone from their own community who is talking about why the ehtnic minorities don't donate blood. One of the celebrities is lady Leshurr who also connects to them through rap music as most people would find it more entertaining to do this rather than to give a lecture to the ethnic minorities.
6)The reason their is a slow paced long shot of the chair in the middle with no one sitting in it is because it is meant to represent how their are ethnic minorities giving their blood and how they need someone to sit in that chair and give their blood to the people who need it which is NHS. Also their is three chairs to represent the 3% of ethnic minorities that are donating their blood to NHS.
7)One of the key conventions it contains which are within a rap song is the rapid shots of her rapping in other locations and with some of the people staring straight at the camera from low angled shots like at 0:36. Also the music video has a narrative inside it where lady leshurr talks about all the possible things you could be, but you could also donate blood.
8)One of the ways they subverted stereotypes is how at 0:25 in the video it shows a women with short hair and boxing, this goes against the stereotype that women cannot be strong/fight and also the women has short hair to make herself look more masculine.
Another way they subverted stereotypes is by making the black man at 1:00 wear a suit and tie looking like a business man which isn't something you would expect to see as stereotypes try to go against a black person being a business man.
9)The advert reinforces some stereotypes for an example at 1:08 the footballer is a black male, this makes it seem like only males can be footballers and be acknowledged for being one. Another way they reinforce stereotypes is with lady lehurr herself, she reinforces the stereotype that all black people are rappers.
10)The key scene I have chosen is at near the end at 1:15 where their is a zooming long shot of 3 chairs. The zooming in on the chairs effect represents how important it is for the ethnic minorities to share their blood. The chairs represent how their is only 3% of the ethnic minorities donating blood. Their is only 3 chairs in this scene this is semiotic because it questions us with why ethnic minorities aren't donating. The lighting in this is bright and specifically only on the 3 chairs, the setting is in a NHS donation centre.
