Represent Language&Representations

• Title


  The title represents that something is missing from the blood transplant campaign
• Title


  • Sans serif font, modern and clear, eye-catching and bold, bits of the title missing
• Red letters in the title


  Connote the fact that this is about blood donations and transplants
• Black letters in the title


  Signify that there are people from certain ethnic groups that are almost missing currently from this particular database of donors
• Advert setting


  • Urban feel, rooftop setting with skyline, use of urban casual clothing
• Casual clothing style


  To make the person feel very natural, very real, and relatable to the audience
• Initial camera shot


  • Back to the camera, creates an element of enigma, makes it look like she's staring out to the world looking to the future
• Direct address to the camera


  Directly addresses the audience, engaging the audience by speaking directly to them
• Jobs mentioned in the advert


  • Flying private
  • Singer
  • Various other jobs
• Aspirational jobs mentioned


  Creates an aspirational image for the audience
• Point of view shots of boxing


  • Puts the audience in the scene, makes them feel engaged
• Use of celebrities


  Helps to engage the audience, makes it feel important
• "No guts no glory" sign


  Audiences must be brave and they will achieve glory by doing this particular thing
• Positive representation of black and Asian people


  • To try and draw those audiences in, avoid stereotypes
• Successful people featured


  • Nicola Adams, Dawn Hunter, Kanya King, Aaron Christian, Doc Brown, Mariah Idrissi, Beth Willits, wheelchair basketball player
• Inclusive language "we are the sound of the streets"


  Helps the audience feel part of the campaign and group
• British setting and people


  • Big Ben, Houses of Parliament, British MP Chaka Amana, London Community Gospel Choir
• Challenging traditional gender representations


  • Women in STEM roles, women with headscarves and braids
• Serious tone change and quiet music


  Emphasizes the seriousness of the situation and lack of representation/donors
• People from black and Asian communities are more likely to have rare blood types and genetic conditions requiring blood transfusions
• There is a small minority of people from black and Asian communities on the blood/organ donor register
• "Register and represent" slogan

  Simple, memorable, places the audience in a position to be a hero
• The overall message is about registering to donate blood/organs and representing your community