superhuman

Question 1

What is the purpose of advert?

Answer 1

• It was created by Channel 4 to promote the 2020 Paralympic Games.
• to explore the sacrifices made by Paralympic athletes in preparation for the 2020 Tokyo Paralympic Games.
• to raise awareness of issues and events and to challenge perceptions of disability.

Question 2

Where are some examples of binary opposition?

Answer 2

• extreme close up shots of bruises/blisters: struggle vs determination
• close up of cyclists phone, wishing daughter a happy birthday: success vs sacrifice, sports vs family

Question 3

Where are some examples of Barthes semiotics?

Answer 3

• opens with a wide shot of darkness, woman stood in low key lighting: enigma code
• flashing lights of photographers/fame: action code
• montage of training: action code
• bruises: symbolic code of effort/struggle, challenges compassion fatigue
• giant medal: symbolic code for pressure weighing her down

Question 4

How does it challenge Hall’s representation theory?

Answer 4

The advert breaks the boundaries of what is generally perceived of disabled people.
Example: Ellie Simmonds is seen wearing all of the medals she had won as a Paralympic swimmer, this defeats the negative stereotype that disabled people can’t do things that abled people can. low angle shots of her to portray her as powerful/dominant.

Question 5

How does it conform to Neale’s genre theory?

Answer 5

It uses the conventions of a charity advert: shows struggle through fast paced montage of bruises/bleeding and people crying to make the audience feel sympathy. It uses difference to challenge compassion fatigue: shots of athletes surpassing expectations/winning medals to show the audience that people with disabilities shouldn’t be pitied.

Question 6

How does it conform to Gauntlett’s theory of identity?

Answer 6

The advert shows a range of disabilities, ethnicities and genders which adds a sense of diversity/inclusivity for the audience.

Question 7

Theme of pressure:

Answer 7

• montage of commentary adds tension/realism, the audience feels as though they are being judged in a real competition
• exaggerated breathing from the woman at the start with a tracking shot to close up to show its an important event with high pressure
• cascade of falling balls implies overwhelming pressure and stress