Super.Human Flashcards
Who created the advert?
Channel 4s in-house agency 4Creative
What is the focus of the advert?
Focuses on the sacrifices and hardships of paralympic athletes
What is compassion fatigue?
When the audience becomes desensitized to the same graphic content used by charity ads
How does Super.Human combat compassion fatigue?
It doesn’t use graphic content it uses relatable content and positive imagery with immediate effect on the audience so we’re not overwhelmed with sadness
How does Super.Human create an emotional impact?
It uses audio codes, soundtrack choices, closeup shots, and fast editing
How does Super.Human challenge negative stereotypes of disabled people?
The advert shows how despite their injuries the athletes still keep going on with day-to-day life which challenges the stereotype that disabled people are immobile and lazy.
How else does the advert create representations of disabled people?
It constructs realistic and positive representations of disabled people by not simplifying them as victims but as heroes instead
What is the target audience?
The target audience includes Channel 4 viewers, sports fans, reformers and those interested in inclusive representations.
How does it attract the audience?
Personalization, close-up shots, and an upbeat soundtrack engage the audience.
Was the advert successful?
Advertisement successfully reached its audience with positive impact on perceptions of disability.
How many people saw the advertisement?
Channel 4’s Paralympic coverage was viewed by 20 million people, a third of the UK population, 22% of whom were 16-34 years of age. The marketing campaign reached 81% of the UK population.
Stuart Hall’s Reception Theory:
Encourages preferred reading through positive representations.
Some may negotiate or oppose depending on personal views.
Cultivation Theory (George Gerbner):
Challenges conventional representations.
Offers a refreshing and realistic perception of disability.
Semiotics (Roland Barthes):
Examines connotations of signs.
Clothing choices signify aspects of athletes’ lives.
Structuralism (Claude Lévi-Strauss):
Images contrast grueling training with celebratory moments.
Binary oppositions highlight impact and reality.
