NHS CSP Blog Task

 

1) What is an advertising campaign?

An advertising campaign is a group of adverts with the same message and they all link together , try to promote a raise of awareness and they are mostly shown on tv online or social media 

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

The objective is to get more people from Black and Asian communities to donate blood as they want 
to raise awareness that blood from these communities is needed.

3) What does this advert want people to do (call to action)?

It wants people to register and donate blood as on 3% of the Asian and black communities donate blood.

4) Why is the advert called "Represent"?

It is called “Represent” because it is about representation it means standing up for your community.

5) Why use celebrities? Name three.

People would want to look up to them and might follow what the celebrities do.
Example:
Lady Leshurr – famous rapper known for freestyling.
Levi Roots – famous for Reggae Reggae Sauce and TV appearances.
Ethan Ampadu – professional footballer.

6) Connotations of the slow long shot of empty chairs?

The empty chairs suggest absence and that there are people missing and shows how there's only 3% of Black and Asians donating blood and it tells us how we need more of the community to donate blood  .

7)How does the advert match urban music video conventions?

They used close-ups to show power and importance, direct eye contact with the camera, strong facial expressions, confident body language, it looks like a music video but has a serious message.

8) How does the advert subvert stereotypes? (3 examples)

Ethnicity – Shows Black people as powerful and successful, not criminals.
Masculinity – Men show emotion and care about helping others.
Class – Shows working-class people as important and influential.
It challenges negative stereotypes about BAME communities.

9) How does it reinforce stereotypes? Could it be offensive?

It mainly shows Black people in an urban setting, which could reinforce stereotypes about urban culture.Some might think it only shows one “type” of Black identity.
An oppositional reading might say it links Black identity too strongly with music and sport.
Some audiences might find that limiting.

10) Key moment analysis (CLAMPS)

One key moment is when a celebrity looks straight into the camera.
Camera – Close-up makes them look important and powerful.
Lighting – Dark background with strong lighting on face makes them stand out.
Actors – Serious facial expression shows importance.
Mise-en-scene – Simple clothing keeps focus on message, not fashion.
Props – Minimal props so we focus on words and emotion.
Setting – Urban background links to youth culture.

Galaxy Advert - CSP

 1) What key conventions of TV advertising can you find in the Galaxy advert?

One key convention can be that galaxy try's to show how luxury and rich the chocolate is. 

2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.

A key message their trying to shows is that galaxy is trying to give out the message "Why have cotton when you can have silk?" telling us that its a rich and a silky brand.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was a British actress, fashion icon, and humanitarian.
Galaxy selected her because the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia.

4) In your own words, what is intertextuality?

One media product  makes reference to other media products.

5) What Audrey Hepburn films are referred to in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Her films are referred to how its luxury and how Italy is a romantic tranquil ,warm, rich and a classic Mediterranean village. The costume is modest and classic , the props is the vintage car is a car that in the 1950s people would drive, the setting is a slow pace to show calmness.

6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven). 

 A hero, a villain or a heroine/princess. 

one media product (e.g. Galaxy) makes reference to other media products

Equilibrium- Audrey Hepburn is on a journey , Vender is selling by the road. 

Disruption/Disequilibrium - fruits spills causes the journey to pause.

New Equilibrium- Hepburn continuing her journey with a car driver and her enjoying the galaxy chocolate.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

Audrey Hepburn is represented as a glamorous and modest looking woman to show the idea she independent and not an easy target.

9) What representations of gender can you find in this advert?

That the women were represented as flirtatious and would have modest clothing ,Propp's 'princess'  as for men they were represented as working, 'helpers' or the 'hero's'. 

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 

Audrey Hepburn show that she's the one in control by taking the bus drivers hat and putting it on a man in a car and making him a taxi driver for her so she can continue her journey and eat the galaxy chocolate calmy.