Key conventions of moving image advertisements

• Narrative (storyline)
• Mise-en-Scene (CLAMPS)
• Editing (fast-paced, slow-paced, juxtaposition)
• Camera shots (& their effect)
• Sound (music, dialogue/voiceover, sound effects)
• Logo & slogan
• ‘Call to action’ – how audience can buy/support/take part

Broadcast advertising - notes

The internet may grab all the attention these days, but television advertising is still a significant media platform for advertisers to reach their target audiences.

Broadcast advertising is a powerful and persuasive tool for reaching consumers. It allows producers to target specific individuals or groups who are likely to be watching certain channels at certain times (e.g families tend to watch ITV and other mainstream channels at 7pm on Saturdays). Television adverts also reach a wide audience. 

To create an effective television advert, you must have a good script or concept and a strong offer or message. 

Advertising campaigns

Some adverts are produced in a series as a campaign. An advertising campaign is a series of advertisements that share a singular theme, message or idea. These are used to raise awareness of an issue or of the brand itself. The best campaigns have an emotional impact on audiences.

An advertising campaign will usually appear across multiple media platforms - print, broadcast and online.

GLOW words to use in connection to this campaign

• Literal – the actual, obvious meaning 
• Semiotics - the message behind what you see (hidden messages)
• Reinforce stereotype – when a representation is what we expect

• Challenge/subvert stereotype - When a representation goes against what we normally see in the media
• Mass - A mass audience is made up of a large group of people (men, women, children, elderly)
• Niche - A niche audience is a small subset with very unique interests or characteristics 

Codes and conventions of rap music videos

• There are many low-angled, close up shots in hip hop videos, to imply the artists’ power over their audience. The low angle gives them the power, because they look down on the audience and the close up gives status because it implies they’re important enough to have a frame to themselves.
• Sections of direct contact with the camera (the artist usually spends a lot of time looking straight into the camera as if to talk or have a conversation with the audience and relate to them)
• Props regarding costume tend to be used, for e.g. gold jewellery (male rap artists are commonly known to wear heavy chains or prominent rings)
• Show a clear display of emotions – if the tone of the song is angry, the artist is likely to present this through their gestures and facial expressions.
• Strong editing cuts between concept / performance and narrative.

1) What does BAME stand for?

.Black Asian Minority Ethnic

2) Why is there a need for blood in the BAME community? 

. Because only 3% of blood donors are either Black or Asian, which is not enough.

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

.They want to convince more people of the Black and Asian ethnicity/community to donate blood .

4) Why is the advert called 'Represent'?

.Because its representing for the BAME community.

5) Why have the producers chosen famous BAME celebrities to feature in the advert?

. This is to help represent the people of BAME community and using positive well known artists can persuade the audience to do the same. For example Lady Leshurr is starring in the music video, she is a well known artist and a part of the BAME community, Doc Brown, a well known actor is a part of the music video. He is a positive actor which is encouraging to the audience.

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

. This not only connotes the 3% of people- 3 chairs but also illustrates the seats being empty because they aren't in use and the chairs can only be used up when someone sits on it. So for it being empty that means it needs people to sit on that chair in order for people to transfer blood.

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

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

. Age- there are many age ranges in the music video including many ages

. Disability/ability- both roles where shown in the music video, even though one person with a disability was shown this still made a small difference and made everyone feel apart/included.

.Ethnicity- Because this was mainly based on the BAME community, People of colour and Asians were mainly shown and White/European people were shown.

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an opposition reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

.  The opposition reading to this could be how more women had a star in the music video than men, maybe if more men were included. Men were playing for of manly roles eg. basketball, football etc. whereas women had the role of singing, dancing... The audience might also feel like more people with disabilities should've been more included.

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

The beginning scene with Lady Leshurr-

Costume- shes wearing basic clothing a tracksuits and jumper with trainers, there' nothing fancy or extra.

Lighting- She's in an outside area in the day so its bright and sunny.

Actor placement and movement- It begins with her back to the camera facing the view, as the camera gets closer she turns around then she starts singing.

Make-up- shes got basic make up on, its just lipstick and eye shadow nothing over the top.

Setting- she's on a rooftop, its sunny and has a good view.