Super.Human.

Question 1

What was this Channel 4 advertising campaign for?

Answer 1

Tokyo 2020 Paralympic games

Question 2

Who was it produced by?

Answer 2

Oscar nominated cinematographer Bradford Young

Question 3

What does it explore?

Answer 3

The sacrifices made by Paralympians to pursue their dreams of being crowned Paralympic champions

Question 4

Who was 4Creative’s Executive Creative Director?

Answer 4

Lynsey Atkin

Question 5

What did Lynsey Atkin say?

Answer 5

they explored attitudes around disability (previous adverts)…we spotted an opportunity to present Paralympians in a way they hadn’t been shown before…realities of their lives…sacrifices they make in pursuit of greatness…paint a story of mental determination not of disability

Question 6

Ableism

Answer 6

Discrimination of and social prejudice against people with disabilities based on the belief that typical abilities are superior to

Question 7

What’s the aim?

Answer 7

Reflecting the ideology and ethos of Channel 4…give a voice to those who are marginalised in society and to present them positively in the media

Question 8

How does it challenge ableist views?

Answer 8

Avoids negative stereotypes of Paralympians viewed as victims to be pitied…heroes “superhumans” to be viewed in awe

Question 9

How does it challenge stereotypes?

Answer 9

Creates a realistic “blood and guts” feel…covers both genders…gives different view of disability to that of “having something wrong with you”

Question 10

Verisimilitude

Answer 10

The appearance of something being real or true

Question 11

How does it construct versions of reality?

Answer 11

Centred around real people + focusing on challenges they face…filming/editing/audio codes raise awareness + create positive rep of them being athletes first not disabled people doing “their best”

Question 12

Low angle shot

Answer 12

Montage of joints taped + hyperbolic sounds (grunting) = prep they experience everyday…focus = struggle + determination creates gritty/real feel not idyllic

Question 13

Low angle mid shot

Answer 13

Ellie simmonds = dominant…jumpcuts of different races shown through costume changes = success…iconography of medals = success through her competitiveness

Question 14

Two shot

Answer 14

Wheelchair collision + planets colliding = strength

Question 15

Medium close up

Answer 15

Cyclist + phone reveals daughter = challenging to balance parenting with being an athlete first…facial expressions = sadness + men being absent from their children’s lives

Question 16

Long shot

Answer 16

Iconography of puke bucket = comedic + suggests athletes train ruthlessly…low key lighting = sinister sacrifices

Question 17

High angle medium close up

Answer 17

Jump cuts of screams in training + childbirth (diegetic sounds) = compares the pain being equal…Paralympians = normal humans dealing with everyday issues

Question 18

Extreme long shot

Answer 18

Surreal imagery = dream/nightmare + pressure to succeed driving them even when asleep

Question 19

Mid shot

Answer 19

Manipulated shot + audio of Boris J reflects C4’s anti-establishment view…gov failed handling COVID 19 people with disabilities unable to get necessary medial help

Question 20

Close up

Answer 20

Typography plays on negative stereotype that being disabled is somehow wrong…emphasis on how crazy you have to be to put yourself through stress/pain to be a Paralympian

Question 21

What did Stuart Hall state?

Answer 21

“Representation is the process by which meaning is produced/exchanged between members of a culture through language/signs/images which stand for/represent things. Representation may seem real but the reality is that they are constructions”

Question 22

How does the advert apply Stuart Halls Theory of Representation?

Answer 22

Expressions of endurance are easily recognisable + addresses that stereotyping occurs when there’s inequality’s of power + excluded groups are constructed as different

Question 23

Theory of Identity by David Gauntlett

Answer 23

Audiences can identify with themselves + establish their role in society all through the power of media…people having a route to self expression + stronger sense of self in the world through exchanging online can be places of conversation/exchange/transformation

Question 24

How is David Gauntletts theory of identity shown in the text?

Answer 24

Allows disabled people to be represented positively in the media + broadens general understanding of what it means to be disabled