Super. Human. (paralympics advert)

Question 1

What event was Super. Human. advertisement created to promote?

Answer 1

The 2020 Paralympic Games.

Question 2

Who directed the Super. Human. advertisement, and what notable recognition did he receive?

Answer 2

Bradford Young, the first African American cinematographer to be nominated for an Oscar in 2017 for Arrival.

Question 3

Which creative agency devised the Super. Human. campaign?

Answer 3

Channel 4’s in-house agency, 4Creative.

Question 4

What production companies were involved in producing Super. Human.?

Answer 4

Serial Pictures and Somesuch.

Question 5

How many Paralympic campaigns had Channel 4 undertaken by the time of Super. Human.?

Answer 5

Three campaigns>

Question 6

What media formats were included in the wider Super. Human. campaign?

Answer 6

Tv advertisement, posters, and social media.

Question 7

What theme does the Super. Human. advertisement explore?

Answer 7

The sacrifices and trials endured by Paralympic athletes in preparation for the 2020 Tokyo Games.

Question 8

What is the aim of charity or awareness-raising advertisements?

Answer 8

To have an immediate, memorable, and hard-hitting impact on the audience.

Question 9

Why do producers of the sub-genre try to avoid typical representations of suffering?

Answer 9

To combat compassion fatigue by offering more positive and perspectives.

Question 10

What is the significance of the So You Want to be a Boxer soundtrack in Super. Human.?

Answer 10

it conveys the athletes’ struggles while maintaining a positive and empowering tone.

Question 11

What typical conventions are present at the beginning of Super. Human.?

Answer 11

A voice-over and dramatic music.

Question 12

How does Super. Human. shift from typical advertising conventions?

Answer 12

It quickly transitions to realistic sound effects (e.g., grunts, groans, tape) and the daily challenges faced by athletes.

Question 13

Why do advertisements like Super.Human. use technical codes and fast editing?

Answer 13

because they have limited time and must convey meaning quickly and effectively.

Question 14

Wha5t camera techniques are used to portray Ellie Simmonds’ determination?

Answer 14

Establishing shots, close-ups, low angle shots, and extreme close-ups of her eyes.

Question 15

How is slow motion used in the advertisement?

Answer 15

To dramatise a cycling crash, especially when combined with muted sound.

Question 16

How do visual codes in Super. Human. balance sport and normal life?

Answer 16

By juxtaposing sporting environments with domestic scenes to show the normality of disability.

Question 17

What emotions are communicated through gesture in the advert?

Answer 17

Frustration, competition, and celebration.

Question 18

How does the narrative emphasise the athletes’ humanity?

Answer 18

By showing their personal lives, such as trying to sing ‘Happy Birthday’ to a child while training.

Question 19

What is the purpose of the dream sequence and Channel 4 news clip in the advert?

Answer 19

To symbolise the emotional impact of the Games’ postponement as athletes are shown falling ‘over the edge.’

Question 20

How is humour used in Super. Human.?

Answer 20

Through visual signifiers like the hamster wheel and ‘puke bucket,’ as well as animated sequences to lighten the tone.

Question 21

According to Roland Barthes, how do advertisements communicate meaning quickly?

Answer 21

By using recognisable codes and conventions that signify messages for audiences to decode.

Question 22

What is the function of clothing as a sign in Super.Human.?

Answer 22

It quickly places athletes within their sport (e.g., cycling gear, swimsuits) and contrasts with everyday life (e.g., hospital or casual clothing), reinforcing realism.

Question 23

how do signs in the advertisement challenge common myths around disability?

Answer 23

By showing disabled athletes as complex individuals with strength, agency, and everyday lives, countering stereotypical narratives of victimhood or inspiration.

Question 24

What does Claude Levi-Strauss’ theory of structuralism focus on in media texts?

Answer 24

The use of binary oppositions to construct meaning.

Question 25

How is structuralism applied in Super. Human.?

Answer 25

The advert contrasts grueling training sequences with celebratory moments of success to highlight perseverance and achievement.

Question 26

What visual binary opposition is created through lighting and sound in Super.Human.?

Answer 26

The dreamlike sequences (dramatic images, music, rich colours) contrast with realistic scenes (ambient lighting, strident alarm clock sound).

Question 27

how do animated and archive footage function in the advertisement?

Answer 27

they oppose real-life actions to add humour and reinforce the narrative structure.

Question 28

What conceptual binary opposition is introduced by the on-screen graphic: "To be a Paralympian there's got to be something wrong with you"?

Answer 28

It contrasts public misconceptions of paralympic athletes with the empowering and positive reality shown in the advert.

Question 29

how does the juxtaposition of athletic success and daily challenges create impact?

Answer 29

It highlights the absurdity and injustice of accessibility issues despite athletes being at the peak of physical and mental performance.

Question 30

What makes Super. Human. distinct from Channel 4's previous Paralympics campaigns?

Answer 30

it shifts the focus from the 'Super' to the 'Human', highlighting the everyday realities and sacrifices of Paralympians.

Question 31

Who was the Executive Creative Director of 4Creative behind Super. Human. and what did she say about its approach?

Answer 31

Lynsey Atkin, who said the campaign aimed to present Paralympians by focusing on their mental determination and the realities of their lives, not just their disabilities.

Question 32

What was the focus of Channel 4's previous campaign, Meet the Superhumans?

Answer 32

Emphasising the extraordinary, heroic aspects of Paralympic athletes.

Question 33

How does Super. Human. aim to make Paralympians more relatable?

Answer 33

By juxtaposing intense training with scenes from their everyday lives.

Question 34

How does the advert address issues of underrepresentation and misrepresentation?

Answer 34

By challenging dominant media narratives and giving voice to disabled people in a realistic, positive, and empowering way.

Question 35

What does Channel 4 aim to achieve through its representation of disabled athletes?

Answer 35

To counter marginalisation and promote positive, relatable portrayals that reflect their ideology of inclusivity.

Question 36

What impact did the Paralympics campaign have on public perception, according to YouGov research?

Answer 36

65% felt it positively changed their views of disabled people; 82% agreed disabled athletes were as talented as able-bodied ones.

Question 37

How are representations constructed in Super. Human.?

Answer 37

Through selective choices that avoid victimhood or heroism, instead portraying a gritty, realistic image of life as a Paralympian.

Question 38

What kind of stereotypes does Super. Human. avoid?

Answer 38

The pity-driven victim stereotype and the awe-inspiring 'superhuman' stereotype.

Question 39

How does Super. Human. construct its narrative around Paralympians?

Answer 39

By representing real athletes and focusing on their challenges, creating realistic, positive portrayals of them as elite sportspeople.

Question 40

What is the significance of showing everyday activities like eating breakfast or giving birth in the advert?

Answer 40

It humanises the athletes and helps audiences positively associate with them as ordinary people.

Question 41

Why might the Paralympics not fully address disability representation?

Answer 41

Many disabilities are not represented in the games, leaving some groups underrepresented.