NHS blood campaign : csp

1. Bame stands for black , Asian , minority , ethnicity .

2.  There is not enough blood being donated by Asian , black minorities and the advert wants to subversive this fact in order to save lives of others who are in need of blood because without blood you will be unable to survive .

3. They want to encourage black and Asian minorities to donate blood because by given facts only 3% from the donated blood have come from the black and Asian minorities and the advert is using call to action by using the facts of how many patients have been unable to survive by the shortage of blood .

4. This is called "represent" because the producers of the advert is trying to say that people who have blood represent the people who do not have it and it is trying to convey their lives are in your hard so the producers use  call to action in order to convey that if you do not donate the patients with shortage of blood will not survive and the NHS is trying to save lives but they need your help in order to help these unfortunate patients .

5. The advert uses female celebrities to express their own human ideology towards society and they want to decode the message that without your help many people will suffer due to your arrogance . They use certain celebrities to more relate with the audience and they use the cultivation theory as many people watch these celebrities and may have certain similar beliefs to her accordance to this theory .

6. The advert uses slow - paced shots of empty chairs to decode the message that there are many people suffering due to the low rate of Asian and Black minorities willing to donate blood "to save a life " as this was the line of the rap that has been used by this famous rapper / celebrity .

7.  The advert uses different camera angles to create a close up of her hegemony towards this fact that less black and Asian minorities are not donating blood . They use the race of this celebrity to relate more to these minority groups which are donating enough blood to people who need it the most to survive .

9. The advert may reinforce the stereotype that these minority groups do not care about others lives but this may be due to religious reasons and therefore they may not be able to donate to others who need it and therefore it uses another misrepresentation for the false claims with no explanations to support their claim that the fact that black and Asian do not donate enough blood .

10 . The advert subverts many other stereotypes , One example is at minute 1;00 where an Asian individual is working in politics which can highly seen as wrong by many groups in society E.G white citizens due to their act upon their prejudice towards minority groups  less superior groups who are seen as inferior in this society .