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Media Studies ABC CA > Super Human advert 2020 > Flashcards

Super Human advert 2020 Flashcards

1
Q

What is the title of the audio-visual advert created for the Tokyo 2020 Paralympic Games?

A

Super. Human.

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2
Q

Which agency produced the media for the Super. Human. advert?

A

4Creative

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3
Q

What type of media product is Super. Human.?

A

Audio-visual advert

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4
Q

What was the purpose of the Super. Human. advertisement?

A

To promote the 2020 Paralympic Games

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5
Q

Who directed the Super. Human. advertisement?

A

Bradford Young

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6
Q

What notable achievement does Bradford Young hold?

A

First African American cinematographer nominated for an Oscar in 2017

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7
Q

Which company was responsible for broadcasting the Tokyo 2020 Paralympic Games?

A

Channel 4

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8
Q

What was significant about the campaign that included Super. Human.?

A

It was part of a bigger campaign including posters and social media

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9
Q

What themes does the Super. Human. advertisement explore?

A

Sacrifices made and trials endured by Paralympic athletes

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10
Q

What are the focus areas of the A level Media Studies component related to this advert?

A

Media language, Representation, Audiences, Media contexts

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11
Q

True or False: The Super. Human. advert is the first campaign for the Paralympics by Channel 4.

A

False

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12
Q

In terms of media language, what do all advertisements employ?

A

A recognisable repertoire of elements of the advertising form

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13
Q

Fill in the blank: The Super. Human. advertisement was part of a bigger campaign that included _______.

A

posters and social media

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14
Q

What is the significance of the year 2017 for Bradford Young?

A

He was nominated for an Oscar for his work on the film Arrival

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15
Q

What is the main focus of the advertisement in relation to Paralympic athletes?

A

Their preparation for the 2020 Tokyo Paralympic Games

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16
Q

What does the advertisement Super. Human. aim to highlight?

A

The trials endured by Paralympic athletes

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17
Q

What is the aim of charity advertisements?

A

The aim is to have an immediate impact upon the audience to make them take notice, requiring them to be memorable and hard-hitting.

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18
Q

How do producers address compassion fatigue in advertisements?

A

Producers aim to create advertisements that offer a different, often more positive perspective on the issue or event.

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19
Q

What audio codes are used in the advertisement ‘Super. Human.’?

A

The soundtrack ‘So You Want to be a Boxer’ from Bugsy Malone communicates the struggles of disabled athletes while giving a positive feel.

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20
Q

What technical techniques do advertisements use to convey their message quickly?

A

Advertisements rely on technical codes and editing, such as close-up shots of expressions, to engage the audience.

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21
Q

How does the advertisement portray disability?

A

It portrays aspects of disability in a non-victim way, emphasizing that it is part of the athletes’ lives.

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22
Q

What visual codes are used in the advertisement?

A

Iconography and settings related to the athlete and sport are juxtaposed with domestic scenes of everyday life.

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23
Q

What narrative elements are present in the advertisement?

A

The narrative follows the lives of Paralympians and their training battles, highlighting their personal lives.

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24
Q

What is the significance of the dream sequence in the advertisement?

A

The dream sequence is edited with a news clip about the postponement of the Games, showing the athletes falling ‘over the edge’.

25
Q

How does the advertisement use humor?

A

Humor is conveyed through recognizable visual signifiers of struggle, such as the hamster on the wheel and the ‘puke bucket’.

26
Q

What theoretical perspective is applied to the advertisement’s use of signs?

A

Semiotics, as advertisements communicate meaning rapidly using recognizable codes and conventions.

27
Q

How does clothing signify messages in the advertisement?

A

Clothing rapidly places athletes within their sport, contrasting with their everyday life attire.

28
Q

What structuralist concept is relevant to the advertisement?

A

The concept of binary oppositions, contrasting images of training with celebratory images of success.

29
Q

What is the main focus of the narratives in Super. Human.?

A

The narratives are centred around real people, specifically focusing on the challenges that athletes face.

30
Q

How does Super. Human. aim to represent disabled athletes?

A

It aims to celebrate them as high-performance athletes rather than portraying them as merely ‘overcoming’ their disabilities.

31
Q

What media techniques are used to construct representations in Super. Human.?

A

Close-up shots, fast-paced editing, and audio codes are used to create positive representations of athletes.

32
Q

Who is the target audience for the Super. Human. advertisement?

A

The target audience includes Channel 4 viewers aged 16-34, sports fans, and those seeking inclusive representations.

33
Q

What does Stuart Hall’s theory of representation suggest about advertising?

A

Meanings are communicated through easily recognisable signs that convey messages quickly to the audience.

34
Q

What technical codes are present in the advertisement?

A

The advertisement includes close-up shots, some of which depict uncomfortable moments like the popping of a blister.

35
Q

How does the advertisement address stereotypes according to Hall?

A

It highlights the athletes’ ordinary lives and achievements, countering the notion that they are fundamentally different.

36
Q

What audio codes are used in Super. Human.?

A

The soundtrack features a recognizable song from Bugsy Malone, alongside sounds that suggest struggle and effort.

37
Q

What is the significance of the song choice in the advertisement?

A

The upbeat song connotes struggle and hard work, engaging the audience and providing familiar context.

38
Q

How does the advertisement provide visibility to disabled individuals?

A

It gives positive representation to disabled people, allowing them to see themselves in a more empowering light.

39
Q

What is the unique selling point of the advertisement?

A

The unique selling point is the ‘showing’ of the athletes’ stories without voice-over or graphics moralising on the plight of the disabled.

40
Q

What message does the advertisement leave the audience with?

A

The advertisement encourages the audience to examine their own misconceptions of disability with the words ‘To be a Paralympian there’s got to be something wrong with you’.

41
Q

How successful was Channel 4’s Paralympic coverage?

A

The coverage was viewed by 20 million people, which is a third of the UK population, with 22% aged 16-34.

42
Q

What percentage of the UK population did the marketing campaign reach?

A

The marketing campaign reached 81% of the UK population.

43
Q

What was significant about the viewership of the Paralympic Games?

A

The Paralympic Games attracted 2.6 million viewers, accounting for the biggest Channel 4 weekly share of TV viewing since 2016.

44
Q

What does the Super: Human advertisement aim to challenge?

A

It aims to challenge audiences’ perceptions of disability.

45
Q

How might regular audiences of Channel 4 react to the advertisement?

A

They may be familiar with the broadcaster’s approach to promoting the Paralympics, as previous campaigns were successful.

46
Q

What did Alex Brooker compare the anticipation for the Paralympics advert to?

A

He compared it to waiting for the John Lewis Christmas advert.

47
Q

What was the intention behind Channel 4’s marketing campaign according to Zaid Al-Qassab?

A

The intention was to elevate the Paralympics on an equal footing with the Olympics and make it a significant part of public consciousness.

48
Q

What shock tactics does the advertisement use?

A

It uses time lapse photography to show a bruise developing and close-up shots of a blister being popped.

49
Q

What outdated language does the advertisement challenge?

A

It challenges the categorization of disabled people with the slogan ‘To be a Paralympian there’s got to be something wrong with you’.

50
Q

What social and cultural issues does the advertisement reflect?

A

It reflects the concerns of under-representation or misrepresentation of disabled individuals in society.

51
Q

How does the advertisement portray the athletes?

A

It presents the athletes as ‘Human’ rather than ‘Super’, making them more accessible to the audience.

52
Q

What decision did Channel 4 make regarding the representation of athletes?

A

They decided to present the athletes neither as victims nor as heroes, but as ordinary sportsmen and women.

53
Q

What is the main theme of the Channel 4 advertisement?

A

The advertisement constructs a compelling social narrative reflecting the appetite for success stories that are accessible.

54
Q

What theoretical perspective is associated with Stuart Hall?

A

Reception theory, which suggests that the upbeat soundtrack and positive representations encourage audiences to accept the ideologies of Channel 4.

55
Q

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

A

It creates a preferred reading that encourages the audience to invest in the narratives and watch the Paralympic Games.

56
Q

What is a negotiated position in audience reception?

A

Some audiences may acknowledge the encoder’s position but feel distanced from the sporting theme, while being open to the advertisement’s positive approach.

57
Q

Who might have oppositional responses to the advertisement?

A

Those who are not supporters of Channel 4’s ethos, possibly older individuals or those not interested in sports.

58
Q

What does cultivation theory, as proposed by George Gerbner, suggest?

A

It suggests that repeated exposure to certain codes and conventions in advertising can shape audience perceptions of social groups.

59
Q

What effect does the advertisement ‘Super: Human’ aim to achieve?

A

It challenges common preconceptions and mainstream values about disability, offering a more realistic perception.

Media Studies ABC CA (5 decks)

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