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Low angles are used to make the characters seem more powerful

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The NHS Blood and Transplant marketing campaign Represent featuring Lady Leshurr is directly aimed at the BAME (black, Asian, and minority ethnic) audience in an attempt to boost the number of blood donors from this section of society as only 3% of blood donors are from this community.
It is targeting a niche audience

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She's inspirational. She makes people think they can be anything. This is so that they you will follow her in the idea of blood donation ~ lewis

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The speed of the editing is kept short yet snappy. Most of the advert follows the 3 second shot rule, this keeps viewer engaged and doesn’t let them get board of watching the advert. This also helps someone watch the advert till then end where it’s reviled that this was a blood donation advert ~Lewis

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It's catchy so that's good

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The lighting in this advert is very bright and clear, this helps build a successful, happy and bright tone throughout the advert. It also helps build an inspiring tone towards giving people and equal chance at different opportunity’s in life ~Lewis

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The song is very empowering as it inspires the target audience (Ethnic Minorities) to do what they are 'passionate' about without letting their race, gender or disabilities getting in the way, which can be seen through the repetition of the words 'You can'. The word 'can' is used to give the viewers hope that they can achieve their dreams.
The phrase 'the sky has no limits' means you can do whatever you want in your life and that there is a limitless amount of possibilities out there as the sky seems to be endless. Sky is the limit and the sky has no limit is the same thing, because when you say "sky is the limit", there is no limit to the sky, so that means the limitation is limitless.
She also tries to tell the viewers to not let the words of disparagers get to them as she says 'a nail technician booking clients for the critics'. A critic is a person who expresses an unfavourable opinion of something so she is attempting to tell the viewers that they should do what they love even if hateful people approach them.
She then stops saying 'you can' and then says 'we are', emphasising the unity of the BAME community.
She is also trying to get across that have to be brave enough to fight for what you love and stand up for what you believe in as the video there is a poster that says 'NO GUTS NO GLORY' which means that success does not come without the courage to take risks

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The stereotypical vision of minority clothing, is seen as non-western cultural attire and/or typical 'gangster' or none-professional clothes. The advert challenges these ideas by providing the characters with extremely new and professional attire, connoting these people are successful despite being so looked down upon in the media.

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A hybrid genre is pretty self explanatory, it is the mixing of two or more genres represented in a video. For example in this video the two genres represented was a music video and campaign genre. This is a unique mix however it really works well for them and engages the viewer ~Lewis

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'Represent' challenges/subverts the traditional stereotypes as women are shown doing rather 'masculine' jobs (e.g- boxing, coaching a sports team), a disabled man doing sports and black men and women having more power than they are seen to (politician, scientist). It also challenges the stereotype that young people are lazy as almost all of the 'characters' seem around the age of 18 - 30

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The world's full of passionate people
The passion in some is less than in others
The balance ain't equal
You could be a rapper and be cool
You could be a singer in a band to a kid that's in preschool
Whether you decide to be a pilot and fly private
A boxer in the ring and you fight till your eyes violet
A librarian so you light when the time's silent
A voluntary worker the smile in a child's priceless
The sky has no limits
You could be an artist, painting a vivid image
A nail technician, booking clients for the critics
A bartender at a night club pouring spirits
You could be an actor, could be into fashion
You could be a dancer, ready to make it happen
You could be going back and forth on a basketball court
Or a chef, seasoning your
Yeah, that's talent
We are the sound of the streets
We are the voice of the people
So we shout and we scream
And we are the ones making policies
We are the scientists who could make magic in the laboratory
We are the tropical spirits of the island
We are the ballers that loves striking
But we ain't representing in another way
It's like giving blood to make another see better days
Pressure isn't pressure
We all gotta take some time to make it right
We gotta take some time
Give blood save a life

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The settings shown compliment the jobs and opportunities represented through out the advert. For example the politision was standing out side of the House of Parliament, this not only represents his political background it also represents he is at the height of his career and the best of the best. This seems to be a common theme through the the video ~Lewis