Represent is an advertisement made in 2016 to encourage the coloured community to donate blood. Less than 3% of all blood donations come from people of colour. This is very bad considering that this will mean that there is less blood to help people. They use a lot of interesting media language to advertise well which I will go into detail below. Media LanguageOne big point that I think really worked well is the fact that they used the conventions of a music video. In this situation specifically rap. I believe this was a very smart choice as rap is popular and would therefore attract more attention in the community, especially the younger audience who are most likely to donate blood. Rap is not only popular but it also represents the black/Asian audience as rap as well as genres such as blues and jazz had originated from their communities, when singing about their sorrows and hard lifestyles. They also used shocking statistics to put their point across and specifically made the numbers bold and red to catch our attention. The colour red is associated in this scenario blood but also danger, strength, power, determination as well as passion, desire, and love. This can all be linked into the video. Danger of what could happen if they don't donate; strength as a community to them want to help; desire and love also coming down to their community. I think the lyrics is a very important part of this advertisement, as it is a rap and without it would be considered one. She says Like most music videos this one too use celebrities, Lady Leshurr, growing rapper, the boxer and football player. This is another convention of adverting as due to your respect for certain celebrities you would be more open to trying new things if you see them doing or representing it. RepresentationIn this video everyone is represented in a very strong way showing them as hard working. This is shown through the lyrics and the angles the film was shot in. But they are also represented as a minority, which they are especially when it comes down to blood. They represent the artist Lady Leshurr as a successful self-made artist, but there are many of those. They picked her especially because she came from the urban area, was a nothing and it help people relate to her. She made herslef up also she is a stereotype breaker as she is a woman rapper. Social and Cultural ContextThe niche target audience for this video are the coloured community. As you can notice only people of colour are used in the video showing this. It present a lot of diverse professions: fashion, sport, office. They try breaking as many stereotypes as possible in this video. To start they a female rapper as the main singer, as a stereotype we imagine rappers to be male. They used multiple other unconventional professions for example: female boxer-predominately though as male, model in hijab- usually shown in media as tall, skinny and Caucasian. They show all these people of colour provoking stereotypes because donating blood as you can see is very unpopular so this shows that it's okay and encourages them to be different and in this case donate blood. By using rap they represent the coloured community as I said before, but if you look deeper you can see that they also start with a rather typical aspirational lyrics which entertains the audience and actually makes them pay attention, then it goes into the actual message giving blood. It uses quotes such as "make it right, save a life" and "see another day" to hit the audiences souls as they too will have to use this blood someday and what if there is none. https://www.youtube.com/watch?v=4YUbquK_OaI
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February 2018
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