Super human - 2020 Tokyo olympic

Question 1

What is the purpose of the advertisement ‘Super. Human.’?

Answer 1

To promote the 2020 Paralympic Games

Question 2

Who created the ‘Super. Human.’ advertisement?

Answer 2

Bradford Young, produced by Channel 4’s 4Creative, Serial Pictures, and Somesuch

Question 3

What is the significance of the soundtrack ‘So You Want to be a Boxer’ in the advertisement?

Answer 3

It communicates the struggles of disabled athletes while providing a positive feel

Question 4

What type of shots are used in ‘Super. Human.’ to engage the audience?

Answer 4

Close-up shots of expressions and extreme close-ups of athletes

Question 5

Fill in the blank: The advertisement uses _______ to show the cycling track crash.

Answer 5

slow motion

Question 6

What narrative technique is used to depict the lives of Paralympians?

Answer 6

The advertisement follows their battles through training

Question 7

What does the on-screen graphic ‘To be a Paralympian there’s got to be something wrong with you’ signify?

Answer 7

It creates a conceptual binary opposition between audience perception and reality

Question 8

What was the focus of the 2020 campaign compared to previous campaigns?

Answer 8

To emphasize the ‘Human’ rather than the ‘Super’ aspect of Paralympians

Question 9

True or False: The advertisement presents disabled athletes as victims to be pitied.

Answer 9

False

Question 10

What does the advertisement aim to challenge regarding disability?

Answer 10

Stereotypes and accepted ideas about disabled athletes

Question 11

What demographic does the target audience for ‘Super. Human.’ primarily consist of?

Answer 11

Channel 4 viewers aged 16-34 and fans of sport

Question 12

How does the advertisement use editing to engage the audience?

Answer 12

By cutting between athletes’ routines and humorous cartoon moments

Question 13

What is the unique selling point of the advertisement?

Answer 13

It shows the athletes’ real stories without voice-overs or moralizing graphics

Question 14

What percentage of viewers felt the coverage of the Paralympics had a positive impact on perceptions of disabled people?

Answer 14

65%

Question 15

According to David Gauntlett’s theory, what does the advertisement do for disabled individuals?

Answer 15

Gives visible recognition and allows positive representation

Question 16

What does the fast-paced editing in ‘Super. Human.’ highlight?

Answer 16

A range of narratives and athletes’ challenges

Question 17

Fill in the blank: The advertisement uses _______ to show discomforting realities faced by disabled athletes.

Answer 17

shock tactics

Question 18

What is the overall aim of Channel 4 in producing the ‘Super. Human.’ advertisement?

Answer 18

To address under-representation and misrepresentation of disabled athletes

Question 19

How does the advertisement challenge outdated language about disability?

Answer 19

By prompting audiences to reflect on their misconceptions

Question 20

What does the phrase ‘blood and guts’ refer to in the context of the advertisement?

Answer 20

The realistic representation of the athletes’ lives and struggles

Question 21

What does Stuart Hall’s theory suggest about the audience’s engagement with the advertisement?

Answer 21

Audiences may adopt a preferred reading, investing in the athletes’ narratives

Question 22

What does Stuart Hall’s theory suggest about the impact of the upbeat soundtrack in advertisements?

Answer 22

It encourages the audience to accept the ideologies and intended meaning of Channel 4

Question 23

How does the use of real people in advertisements affect audience perception?

Answer 23

Creates a preferred reading that encourages investment in their narratives

Question 24

What is a negotiated position in audience theory?

Answer 24

Acknowledging the encoder’s position while feeling distanced from the sporting theme

Question 25

What might make some audiences more open to the positive approach of an advertisement?

Answer 25

Examining their misconceptions about disabled people and their lives

Question 26

Who may have oppositional responses to Channel 4's advertising ethos?

Answer 26

Those who are not supporters of Channel 4, may be older, not regular viewers, or uninterested in sports

Question 27

What does George Gerbner's cultivation theory suggest about audiences and advertising?

Answer 27

Audiences may become used to conventions that raise awareness of a social group

Question 28

What effect does the repetition of certain advertising codes and conventions have on audiences?

Answer 28

They may accept a view of the world and become somewhat immune to the advertisements' purpose

Question 29

What can result from viewing advertisements aimed at raising awareness for under-represented groups?

Answer 29

Audiences may question their assumptions and be more open to the representations

Question 30

Fill in the blank: Cultivation theory suggests that audiences may develop a _______ to the conventions of certain sub-genres of advertising.

Answer 30

[immunity]

Question 31

True or False: The advertisement aims to challenge common preconceptions and mainstream values about disability.

Answer 31

True

Question 32

What does the term 'Super. Human' refer to in the context of the advertisement?

Answer 32

A representation that challenges common preconceptions about disability