Super.Human. Flashcards
What was this Channel 4 advertising campaign for?
Tokyo 2020 Paralympic games
Who was it produced by?
Oscar nominated cinematographer Bradford Young
What does it explore?
The sacrifices made by Paralympians to pursue their dreams of being crowned Paralympic champions
Who was 4Creative’s Executive Creative Director?
Lynsey Atkin
What did Lynsey Atkin say?
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
Ableism
Discrimination of and social prejudice against people with disabilities based on the belief that typical abilities are superior to
What’s the aim?
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
How does it challenge ableist views?
Avoids negative stereotypes of Paralympians viewed as victims to be pitied…heroes “superhumans” to be viewed in awe
How does it challenge stereotypes?
Creates a realistic “blood and guts” feel…covers both genders…gives different view of disability to that of “having something wrong with you”
Verisimilitude
The appearance of something being real or true
How does it construct versions of reality?
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”
Low angle shot
Montage of joints taped + hyperbolic sounds (grunting) = prep they experience everyday…focus = struggle + determination creates gritty/real feel not idyllic
Low angle mid shot
Ellie simmonds = dominant…jumpcuts of different races shown through costume changes = success…iconography of medals = success through her competitiveness
Two shot
Wheelchair collision + planets colliding = strength
Medium close up
Cyclist + phone reveals daughter = challenging to balance parenting with being an athlete first…facial expressions = sadness + men being absent from their children’s lives
Long shot
Iconography of puke bucket = comedic + suggests athletes train ruthlessly…low key lighting = sinister sacrifices
High angle medium close up
Jump cuts of screams in training + childbirth (diegetic sounds) = compares the pain being equal…Paralympians = normal humans dealing with everyday issues
Extreme long shot
Surreal imagery = dream/nightmare + pressure to succeed driving them even when asleep
Mid shot
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
Close up
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
What did Stuart Hall state?
“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”
How does the advert apply Stuart Halls Theory of Representation?
Expressions of endurance are easily recognisable + addresses that stereotyping occurs when there’s inequality’s of power + excluded groups are constructed as different
Theory of Identity by David Gauntlett
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
How is David Gauntletts theory of identity shown in the text?
Allows disabled people to be represented positively in the media + broadens general understanding of what it means to be disabled
