Super. Human. Flashcards

1
Q

What is the purpose of the Super. Human advert?

A

To promote the paralympics and raise awareness of those who live with a disability- representing the underrepresented.

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2
Q

What visual codes are conventional for adverts like Super. Human?

A
  • Shock tactics
  • Everyday settings
  • Scenes of suffering and deprivation.
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3
Q

What conventional audio codes may be found in the Super. Human advert?

A
  • Emotive non-diegetic dramatic or slow music
  • Recognisable songs
  • Non-diegetic voice with a tone of authority (sometimes a celebrity)
  • Voiceovers using emotive language and repeated use of personal pronouns
  • Real voice of the victim/personal narrative
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4
Q

What conventional technical codes may be found in the Super. Human advert?

A
  • Use of close ups and direct mode of address
  • Establishing shots
  • Tracking shots following the main ‘characters’
  • Slow motion
  • Black and white or muted images
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5
Q

What is compassion fatigue and desensitisation?

A

The diminished ability to empathise, which may be due to over exposure of repetitive, negative or shocking images.

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6
Q

Who created, devised and produced the Super. Human advert?

A
  • Created by Bradford Young, Oscar nominated cinematographer
  • Devised by Channel 4’s agency 4Creative
  • Produced by Serial Pictures and Somesuch
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7
Q

How does the Super. Human advert challenge stereotypical conventions?

A

Positive audio code- So You Wanna Be a Boxer communicates the struggles but also creates a positive atmosphere.
Close up shots- not used to victimise and instead promote strength of athletes.

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8
Q

What binary oppositions can be found within Super. Human?

A

Struggle vs reward
Family and home life vs training
Dreams vs reality
Obstacles vs solutions

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9
Q

Name five athletes in the Super. Human advert

A
  • Ali Jawad (powelifter)
  • David Smith (Boccia champion)
  • Jody Cundy (cycling)
  • Jordanne Whiley (wheelchair tennis)
  • Kadeena Cox (Cycling and athletics)
  • Ellie Simmons (Swimmer)
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10
Q

What is the target audience for Super. Human?

A

16-34, Channel 4 viewers, Fans of sport, Reformers ‘appeals to the tastes of a culturally diverese society’.

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