Super.Human Flashcards
Who created and produced the Super.Human advert?
Channel 4’s in house creative agency 4Creative and produced by Serial Pictures and Somesuch, a global production company.
What does the advertisement explore?
The advertisement explores the sacrifices made and the trials endured by Paralympic athletes in preparation for the 2020 Tokyo Paralympic Games.
How have Super.Human responded to the issue of compassion fatigue?
They offer a different perspective on the issue that is more positive and upbeat.
What audio codes have been used in order to address compassion fatigue?
The choice of the soundtrack of So You Want to be a Boxer from Bugsy Malone effectively communicates the struggles of the disabled athletes whilst giving the advertisement a
positive feel.
What does the shift between the dream-like sequence and the alarm symbolise?
Shows the rapid change between the dream-like sequence and the reality of the athletes.
What is the significance of sound effects in the advert?
Emphasise the battle of training including grunts, groans and tape being applied.
What is the significance of the establishing shot of the woman?
She is positioned in the middle of the frame.
Smoke, low-key lighting creates drama showing how she is important and powerful.
What is the significance of the montage audio of commentary?
Adds tension and realism as though we are at the start of a race.
Adds to power of woman.
What does the gunshot symbolise?
Stark contrast between dream and reality.
How is diversity evident through the black woman?
The iconography of the silk cap helps engage black audiences who can relate.
Black people and their routines are often underrepresented in the media.
How does Super.Human help people to relate to the advert?
Diverse representations of disability, gender, ethnicity.
Appeals to these audiences.
What does the montage of joints being strapped and prosthetics being put on emphasise?
The preparation these athletes have to go through everyday.
Also, how much pain they go through/ how this is not glamourized
What does the shot of Ellie Simmonds show?
Low angle shots - places her in a position of power.
Jump cuts - show different races, emphasises her success.
What is the significance of army, archived footage?
Emphasises the athlete’s strength and discipline.
What is an example of a graphic-match cut in the advert and what does this show?
The collision of the wheels of the wheelchair and planets colliding.
Makes it seem as though these sports are extreme and powerful.
What is the significance of the shot of the man singing happy birthday to a child on facetime?
Connotes the struggle between personal life and sport life.
Shows sacrifices made.
Portrays realities of the athletes.
What is an example of jump-cuts used in the advert and what is the effect of this?
Man lifting weights - the colour of his shirt changes.
Emphasises the multiple days of training the athletes have to endure.
What is the significance of the graphic-match cut of the hamster wheel and wheel of bike?
Connotes the monotony of training and how athletes must ensure this everyday.
What does the ‘puke bucket’ connote?
Adds a sense of comedy - suggests the athletes train really hard.
What does the shot of childbirth connote?
Creates a parallel between the struggles of the athletes and the pain of childbirth - shows the strength needed.
Also, shows the paralympians are dealing with everyday events - gives depth to their lives.
What does the POV shot of the cycle track create?
Creates engagement with the audience as if they are there with the athletes.
What is the significance of the close-up shots and bruises?
Emphasises the theme of pain and struggle/danger.
What is the significance of the shot of the woman trying to get into the cafe?
Portrays the real-life struggles of disabled people who face discrimination, beyond athletes.
May encourage audiences to relate.
How is surreal imagery used in the advert?
Wide shot of woman running in the dark towards light, being chased by medals.
Connotes something nightmarish, showing the pressure and desire to succeed.
What is the significance of Ellie Simmonds being weighed down by medals?
Emphasises the fears the athletes have and they pressure they are put under to succeed.
What does the reference to Crohn’s disease add to the advert?
An element of relatability for people who have to take medication/ be in hospital rooms.
Connotes the long term struggle of those with illnesses.
What does the shot of Boris Johnson show and connote?
Shows a shot of him from covid with edited words, sounding like he is saying ‘you might as well quit’.
Connotes the anti-establishment and alternative standpoint of Channel 4.
Shows the government are not always in support of disabled people.
What does the shot of the balls falling symbolise?
The overwhelming pressure and stress that athletes have to face
What does the split-screen montage of shots emphasise?
The potential of internal and external damage to the athletes as a result of their sports.
Shows the effects of their determination.
What does the text say at the end of thee advert?
‘To be a paralympian there has to be something wrong with you’
What is the significance of the text at the end of the advert?
Plays on the negative stereotype that being disabled is somehow wrong.
Instead, emphasise the power of these paralympians.
Overall, what does the advert’s representation of disabilities do to audiences?
Changes their preconceptions that audiences have about disabled people.
Aims to educate these audiences.
What does the Toyota sponsorship of the advert show to the audiences?
That Channel 4 is a not for profit organisation - they needed funding in order to create they advert.
How did Channel 4 change the previous SuperHuman campaign?
the previous campaign portrayed disabled people as being ‘Super’ and able to extraordinary things.
This advert focused more on the realities of the paralympians - they are successful but are still humans.
This advert is more realistic than the previous one.
What is the significance of the ball smashing the word ‘Super’ at the end of the advert?
Shows how Channel 4 are aiming to represent disabled people as being ‘normal’ rather than ‘others’ in society.
Moves away from their previous campaign where disabilities were viewed as ‘subhuman’.
What is Channel 4’s remit?
‘To be innovative, to inspire change, to nurture talent and to offer a platform for alternative views’.
How can binary opposition be applied to the advert?
‘To be a Paralympian there’s got to be something wrong with you’ - creates a conceptual binary opposition between audience perception of Paralympic athletes and the reality. It challenges how language is used.
The images of grueling training
regimes are contrasted with the celebratory images at the end of the advertisement when success is achieved.
How can Gauntlet’s identity theory be applied to the advert?
The advertisement gives visible recognition to those with disabilities and allows disabled people to see themselves represented positively in the media.
How can Stuart Hall’s Reception theory be applied to the advert?
The upbeat soundtrack encourages an audience to accept the ideologies and intended meaning of Channel 4, the
encoder.
The use of real people creates a preferred reading that the audience can relate to.
Oppositional responses may come from those who are not supporters of Channel 4 and its ethos of giving voice to those who are underrepresented.
How can Gerbner’s cultivation theory be applied to the advert?
It challenges mainstream views that disabled people are underrepresented and have no voice in the media.
Offers a refreshing and more realistic perception of what it means to be disabled.
