Superhuman Flashcards
Apply Paul gilroy to superhuman
Superhuman opposes Gilroy’s theories of post-colonialism and instead aims to highlight their equality amongst the athletes regardless of their ethnic background.
Apply binary oppositions to superhuman
Message at the end of the advert to be paralympian there’s got to be something wrong with you construct the theme of division between disabled and disabled Olympians identities and has a clear ironic tone to it that he whole advert subverts. This is a clear message of defiance against the stereotypical views towards disabled people.
Superhuman is the third of channels four advertising campaigns for the Paralympic games. However, this is the first campaign to focus on the realities of the athletes lives and the sacrifices they make in pursuit of success. This is shown through binary oppositions such as the images of demanding training regimes are contrasted with celebratory imagery when successes achieve towards the end of the ad.
Apply semiotics to superhuman
The symbolic codes of sports commentary, voice and dramatic music are reinforced through the visual codes of the slow zoom on paralympian Kadena Cox, which creates a conventional opening to the advert and cannotes a serious tone. After that we hear an alarm and the realities of her daily life are revealed. Baths semantic code is used to note the day-to-day struggles meant by athletes away from training. This is also also highlighted through the dress codes of swimwear when competing then hospital gown when giving birth. The sides serve to construct reality. This shows the audience what a true life of a paralympian is like from working hard for this sport to living their day-to-day life to roach challenges faced through disability for example the step, by the café
