Super.Human

Question 1

Who created and produced the Super.Human advert?

Answer 1

Channel 4’s in house creative agency 4Creative and produced by Serial Pictures and Somesuch, a global production company.

Question 2

What does the advertisement explore?

Answer 2

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

Question 3

How have Super.Human responded to the issue of compassion fatigue?

Answer 3

They offer a different perspective on the issue that is more positive and upbeat.

Question 4

What audio codes have been used in order to address compassion fatigue?

Answer 4

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.

Question 5

What does the shift between the dream-like sequence and the alarm symbolise?

Answer 5

Shows the rapid change between the dream-like sequence and the reality of the athletes.

Question 6

What is the significance of sound effects in the advert?

Answer 6

Emphasise the battle of training including grunts, groans and tape being applied.

Question 7

What is the significance of the establishing shot of the woman?

Answer 7

She is positioned in the middle of the frame.

Smoke, low-key lighting creates drama showing how she is important and powerful.

Question 8

What is the significance of the montage audio of commentary?

Answer 8

Adds tension and realism as though we are at the start of a race.

Adds to power of woman.

Question 9

What does the gunshot symbolise?

Answer 9

Stark contrast between dream and reality.

Question 10

How is diversity evident through the black woman?

Answer 10

The iconography of the silk cap helps engage black audiences who can relate.

Black people and their routines are often underrepresented in the media.

Question 11

How does Super.Human help people to relate to the advert?

Answer 11

Diverse representations of disability, gender, ethnicity.

Appeals to these audiences.

Question 12

What does the montage of joints being strapped and prosthetics being put on emphasise?

Answer 12

The preparation these athletes have to go through everyday.

Also, how much pain they go through/ how this is not glamourized

Question 13

What does the shot of Ellie Simmonds show?

Answer 13

Low angle shots - places her in a position of power.

Jump cuts - show different races, emphasises her success.

Question 14

What is the significance of army, archived footage?

Answer 14

Emphasises the athlete’s strength and discipline.

Question 15

What is an example of a graphic-match cut in the advert and what does this show?

Answer 15

The collision of the wheels of the wheelchair and planets colliding.

Makes it seem as though these sports are extreme and powerful.

Question 16

What is the significance of the shot of the man singing happy birthday to a child on facetime?

Answer 16

Connotes the struggle between personal life and sport life.

Shows sacrifices made.

Portrays realities of the athletes.

Question 17

What is an example of jump-cuts used in the advert and what is the effect of this?

Answer 17

Man lifting weights - the colour of his shirt changes.

Emphasises the multiple days of training the athletes have to endure.

Question 18

What is the significance of the graphic-match cut of the hamster wheel and wheel of bike?

Answer 18

Connotes the monotony of training and how athletes must ensure this everyday.

Question 19

What does the ‘puke bucket’ connote?

Answer 19

Adds a sense of comedy - suggests the athletes train really hard.

Question 20

What does the shot of childbirth connote?

Answer 20

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.

Question 21

What does the POV shot of the cycle track create?

Answer 21

Creates engagement with the audience as if they are there with the athletes.

Question 22

What is the significance of the close-up shots and bruises?

Answer 22

Emphasises the theme of pain and struggle/danger.

Question 23

What is the significance of the shot of the woman trying to get into the cafe?

Answer 23

Portrays the real-life struggles of disabled people who face discrimination, beyond athletes.

May encourage audiences to relate.

Question 24

How is surreal imagery used in the advert?

Answer 24

Wide shot of woman running in the dark towards light, being chased by medals.

Connotes something nightmarish, showing the pressure and desire to succeed.

Question 25

What is the significance of Ellie Simmonds being weighed down by medals?

Answer 25

Emphasises the fears the athletes have and they pressure they are put under to succeed.

Question 26

What does the reference to Crohn's disease add to the advert?

Answer 26

An element of relatability for people who have to take medication/ be in hospital rooms. Connotes the long term struggle of those with illnesses.

Question 27

What does the shot of Boris Johnson show and connote?

Answer 27

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.

Question 28

What does the shot of the balls falling symbolise?

Answer 28

The overwhelming pressure and stress that athletes have to face

Question 29

What does the split-screen montage of shots emphasise?

Answer 29

The potential of internal and external damage to the athletes as a result of their sports. Shows the effects of their determination.

Question 30

What does the text say at the end of thee advert?

Answer 30

'To be a paralympian there has to be something wrong with you'

Question 31

What is the significance of the text at the end of the advert?

Answer 31

Plays on the negative stereotype that being disabled is somehow wrong. Instead, emphasise the power of these paralympians.

Question 32

Overall, what does the advert's representation of disabilities do to audiences?

Answer 32

Changes their preconceptions that audiences have about disabled people. Aims to educate these audiences.

Question 33

What does the Toyota sponsorship of the advert show to the audiences?

Answer 33

That Channel 4 is a not for profit organisation - they needed funding in order to create they advert.

Question 34

How did Channel 4 change the previous SuperHuman campaign?

Answer 34

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.

Question 35

What is the significance of the ball smashing the word 'Super' at the end of the advert?

Answer 35

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'.

Question 36

What is Channel 4's remit?

Answer 36

'To be innovative, to inspire change, to nurture talent and to offer a platform for alternative views'.

Question 37

How can binary opposition be applied to the advert?

Answer 37

‘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.

Question 38

How can Gauntlet's identity theory be applied to the advert?

Answer 38

The advertisement gives visible recognition to those with disabilities and allows disabled people to see themselves represented positively in the media.

Question 39

How can Stuart Hall's Reception theory be applied to the advert?

Answer 39

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.

Question 40

How can Gerbner's cultivation theory be applied to the advert?

Answer 40

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.