Superhuman

Question 1

Production context

Answer 1

Channel 4 has a history of creating hard hitting, effective campaigns for its Paralympic coverage

Question 2

Superhuman

Answer 2

Third campaign from Channel 4

Question 3

Channel 4

Answer 3

Public Service Broadcaster, it has a remit to ‘Stand up for Diversity in the UK’, means they must represent those that don’t usually have a voice in the mainstream media

BBC’s remit: Inform, educate and entertain

Question 4

Audio codes

Answer 4

Communicate the struggles of the disable athletes while giving the advertisement a positive feel

Question 5

Diegetic sounds

Answer 5

Grunts, groans and tape being applied-Emphasising the battle of training

Question 6

Technical codes and editing

Answer 6

Close-up shots to show the expressions of the athletes, to engage the audience and portray aspects of disability in a non-victim way, emphasising that it’s part of their life

Question 7

A range of shots

Answer 7

Convey the strength and determination of the swimmer:
Establishing shot of her alone in the pool
A close-up of her putting on her swimming goggles
Low angle shot creating power and extreme close-up of her eyes relating to concentration

Question 8

Recognisable codes and conventions

Answer 8

Signify messages for audience to decode

Question 9

Clothing and props

Answer 9

Used to place the athletes within their sports, such as the swimming costumes and the stationary bike

Shows aspects of their lives of the people and creates realism

Question 10

Dominant group

Answer 10

Largely control what is produced and minority groups tend to be marginalised, creating an unrealistic view of the contemporary world

Question 11

The advert

Answer 11

Address the marginalisation of certain social groups, which is those with disabilities, reflecting the ideology and to give a voice to those who are not usually represented positively in other areas of the media

Question 12

Positive representation of disability and coverage of the games

Answer 12

Changed attitude, 65% of viewers felt it had a positive impact on their views of disabled people

Question 13

Avoid negative stereotypical representations

Answer 13

Create realistic feel

Question 14

Covers both genders

Answer 14

Give a different view of world of disability

Question 15

Representation of reality

Answer 15

Focusing specifically on the challenges that they face

Question 16

Filming, editing and audio codes

Answer 16

Used to raise awareness and creating positive representations of the Paralympians as athletes

Question 17

Close-up shots of athletes and their challenges during training and their home lives

Answer 17

Create positive representations of ordinary people

Question 18

Meanings are communicated through signs

Answer 18

Easily recognisable signs rapidly communicate meaning to an audience in a short amount of time

Question 19

Stereotypes

Answer 19

Occur when there are inequalities of power-Focus on athletes as ordinary men and women striving to achieve a goal, they are all distinct from each other

Question 20

Recognition

Answer 20

Those with disabilities and allows disabled people to see themselves being represented positively in the media

More diverse and inclusive range of identities

Question 21

Close-up shots

Answer 21

Gives the audience access to views which they may be unfamiliar with

Question 22

Editing cuts between the athletes gruelling routines and clips of cartoon moments

Answer 22

Lightening the mood and engaging the audience through humour

Question 23

Audio codes

Answer 23

Upbeat, stirring tune grabs the audience;s attention with its connotations of struggle and hard work paying off

Question 24

Other audio codes

Answer 24

Suggest struggle, heavy breathing and grunting

Question 25

Unique Selling point

Answer 25

‘showing’ of the athletes stories, attempt to give a realistic portrayal of the disabled athletes

Question 26

‘To be a Paralympic, there’s got to be something wrong with you’

Answer 26

Encouraging them to examine their own misconceptions of disability on the Ishtar of what they have just viewed