Superhuman. Adverts. Flashcards
What does Empathy fatigue mean?
Repetition of sad videos so it makes them less impactful
Other adverts to analyse if wanted.
Water aid and dogs trust
Mainstreamers are
Make up 40% of the population and only buy from trusted brands. They also prefer value for money and are less likely to take risks.
Aspires are -
They prefer brands that show their place in society. They will buy items such as designer labels. Stylish and dynamic consumers. They may be persuaded by celebrities.
Explorers are
People who like discovering new things, and brands which offer new experiences and instant results.
Succeeders believe
They already have status and control so have nothing to prove. They prefer brands that are serious and reliable. And believe they deserve the best.
Reformers are
A group who are defined by their self esteem and self fulfilment. They are less impressed by status. Not materialistic. They may be more inclined to buy brand that are environmentally friendly or those that are considered healthy.
The Super human advert aims to
Promite an event or raise awareness about a particular issue.
Super human was made by …
An American Oscar nominated cinematographer Bradford Young
Bradford Young also was the first…
African American cinematographer to be nominated for an award in 2017 for his work on the film arrival
It was devised by…
Channel 4’s inhourse creative agency 4Creative and produced by serial pictures and somesuch
What were the production companies aim?
‘Give voice to the unexpected, the daring, the authentic, the irreverent, the funny and the sad’
The advert explores?
The sacrifice made the trials endured by Paralympic
Channel four has become
Synonymous with the marketing, promotion and broadcasting of the Paralympic.
Which programme stated that they want the Paralympics receives as much promotion as any other global sport in event.
Channel 4
The coverage over the UK population was…
It was viewed by the third of the Uk population (20 million viewers) and a fifth of young people aged 16-34 (22%).
How many steams did the games get?
2.6 million on all 4 streams.
Channel 4 had the biggest share of TV viewing since …
2016 and the largest daytime share since 2012.
What does the advert show?
The advertisement deals with real, human stories, encouraging the audience to identity with the personalities and their lives.
The focus is very specifically on the day to day challenges of being an athlete foremost reinforces one of the final shots of the trailer. What does it say.
‘To be a Paralympian there’s got to be something wrong with you’
Some Paralympian’s will be local household names like…
Ellie simmonds and kadeena Cox and audiences will have followed their journey and feel invested in them.
Channel 4’s legacy of challenging attitudes and giving a voice for
Those with disabilities.
The song is recognisable and is made by…
Bushy malone.
The song is upbeat and fast paced and encapsulates…
The athletes everyday battles.
The everyday battles are shown in the song for example…
Heavy breathing, grunts and groans.
In the opening sequence juxtaposes the recognisable sports commentary…
‘Can she do it again’ and the starting pistol with the alarm going off and the baby crying, reinforcing everyday life.
The advert is to grab the attention of the audience through …
The pace of the editing, closeups and the intercutting.
With amusing clips creating humour to keep them engaged with the advertisement and its message.
How does the narrative convey meaning?
Fast-paced editing and the audio codes.
What are some examples of un relatable scenarios in the music videos.
For example popping the blister, missing the child’s party and those scenarios are less relatable for example putting on the prosthetic limb
The phrase ‘to be a Paralympian there’s got to be something wrong with you’ is said to mean …
The only thing ‘wrong’ with them is their extraordinary levels of determination and ability.
Rugby player Kylie Grimes in there daily life who can’t get her wheelchair over the step of the cafe shows
How disabled people are people just trying to get on with their everyday life.
The smashing of the word super and leaving the word human challenges
Audiences to consider the message of the advert.
Channel four didn’t want disabled people to feel…
Period but wanted to to represent and raise awareness by not putting them on a pedestal.
It was a marketing success and reached __ % of the uk population
81%
Channel four believes that social groups are often …
Under represented or misrepresented.
The term human instead of super reflects
The social message that these are real people overcoming obstacles and striving to be their best
Overall the advert challenges typical representations of disability and includes
Humour to engage the audience
Gerbners cultivation theory is applied here. How
The repeated exposure to this advert and things like this will stop the underrepresentation of diabled people and will stop people putting them on a pedestal. Hopefully making people realise they are people.
____ of disabled people are not in wheelchairs
91%
____ of disabled people are not in wheelchairs
91%
The phrase ‘to be a Paralympian, there’s got to be something wrong with you’ was seen by disabled people as
Amazing but the people who were worried about this were only able bodied people.
Every shot in the advert was to show the extreme mental state you need to be an elite athlete. (What is an opposite of this they avoided?)
To make the disabled people talk about a sob story and to be pitied.
In 1988 Seoul Olympic Games there was only a 15 minute highlight for Paralympics but channel four showed …
(In the Tokyo games 2020) Over 300 hours of coverage. And in the first week it reached 16.4 million people.
Tokyo 2020 Paralympic Games was the best audience since the last Games. It was ___ of the UK who viewed this.
27%
The close up of the wounds and scars in the human show…
That they are people and they aren’t invincible.
What is significant about the music ?
Comedic tone.
Enigma means
Mystery
How do you apply stereotypes to super human?
Stereotypes reduce people to a few simple, recognisable characteristics. These occur when there are inequalities of power.
What imagery shows large amounts of medals on the girls necks vs her first Olympic self.
Later big medal weighing her down. Showing that you being expected to win every time makes it more challenging as they need to keep their streak going
What was the advert designed to do?
Designed to raise awareness of issues and events, is to have an immediate impact upon the audience to make them take notice.
Therefore it needs to be more memorable.
What happens if there are too many of one type of advert? _____ fatigue.
Compassion fatigue.
The choice of soundtrack of ‘so you want to be a boxer’ from bugsy malone effectively communicates…
The struggles of the disabled athletes whilst giving the advertisement a positive feel.
What sounds effects underscore the music?
Grunts, groans, and tape being applied.
Due to advertisements having a limited amount of time they had to rely on what?
Technical codes and editing to do convey messages rapidly.
Why do they use closeup shots?
Close up shots of expres to engage the audience and to portray aspects of disability in a non victim way, emphasising that this is part of their lives.
For example a range of shots are used to convey the strength and determination of the swimmer Ellie simmonds, cutting between an establishing shot showing her alone in the pool, a close up smug her putting on her swimming goggles. A low angle shot creating power and an extreme close up of her eyes connoting to concentration.
Slow mo is used when?
Used to show the cycling track crash convinced with muting the sound which makes a more dramatic effect.
The iconography and settings are related to the athlete and the sport. For example…
Ellie Simmonds putting on her goggles in the pool or training in the gym, but these settings are juxtaposed with domestic scenes of everyday life as a disabled person, suggesting normality of their situation.
Gestures in the advert communicate…
Frustration, competition and celebration, visually highlighting the result of the hard work.
What does the narrative follow?
The lives of the Paralympian’s and their battles through training.
An example of this is when the Paralympian is trying to sing happy birthday to his daughter on the phone whilst training on a bike reinforces the clash between the sport and the family and further establishes the athletes as real people.
Some scenes are more of a stylised way to show meaning. What is the dream sequence?
It is edited with a channel 4 news clip announcing the postponement of the Games. The impact of this shown as the athletes fall ‘over the edge’.
How does this advert use humour to convey meaning?
The image of the hamster on the wheel and the ‘puke bucket’ are recognisable visual signifiers of struggle.
The semiotics theory by Roland Barthes is a technique to consider.
They use codes and conventions that signify messages for audiences to decode.
An example is, clothing is used to rapidly place the athletes within their sport, like the track cyclists clothing or the swimming costumes contrast with their everyday life such as hospital clothing when the woman is giving birth or casual clothing when the wheelchair user tries to get in the cafe.
These give the audience a perspective of how they live and creates realism
How can you apply structuralism into this advert?
Using binary opposites to construct text.
Examples of this are -
Gruelling training regimes are contrasted w celebratory images when success is achieved.
Dramatic images, music and rich colour palette at the start and the reality is conveyed through ambient lighting and sudden alarm sounds.
The onscreen graphic ‘ to be an Paralympian there’s got to be something wrong with you’ creates a conceptual binary opposition between audience perception of Paralympic athletes and reality.
Reminder to
Look at the other Paralympic’s channel 4 adverts different approaches etc.
What did they want to do differently to the previous campaigns?
They wanted to change the focus of the previous campaigns.
And focusing more on the human instead of the super.
Consider how and why particular social groups may be under represented or misrepresented.
Dominant groups in society have a large control of what is produced. As a result minority groups tend to be marginalised. This advert attempts to address marginalisation
Giving voices to those who are not usually represented positively in other areas of media.
According to ________ research, _____ of viewers felt that the coverage of the Paralympics had a….
YouGov
65%
Positive impact on their perception of disabled people.
______% of viewers agreed that disabled athletes were….
As talented as able bodied athletes.
The representations cover both…
Genders and give a different view of the world of disability to that of ‘having something wrong with you’
The narrative is centred around real people. Which representation is this?
A representation of reality.
What combined to construct a representation of this social group, raising awareness and creating positive representation.
The filming, editing, and audio codes
What are some positive realistic representations?
People who eat their breakfast, give birth, and play the drums, with whom the audience can positively associate.
The fast paced editing enables the advert to highlight what?
A range of narratives and athletes with different disabilities, disciplines and challenges.
Stuart halls theory of representation. How is this applied to super human?
Easily recognisable signs rapidly communicate meaning to an audience.
Expressions of endurance and struggle are easily recognisable and understood.
The athletes are three dimensional and distinct from each other. Therefore the advert avoids simplifying their representations.
How can you apply David gauntletts theory of identity to super human.
The advert gives visible recognition to those with disabilities and lows disabled people to see themselves represented positively in media.
Offers a more diverse and inclusive range of identities. It broadens general Understanding of what it means to be disabled as an athlete and in everyday life.
What negative thing could you say about super human and refer to David gauntletts theory of identity
Many would argue that Th r Paralympics in itself is not enough to address the balance and indeed, many disabilities are not featured in the games.
This advert has a large demographic and the main age of people who watch channel four are…
16-34 age bracket
Some technical codes include…
Close up shots (which can be uncomfortable like the popping of the blister.)
The cuts between the a
Athletes gruelling routines and clips of cartoon moments lightening the mood and engaging the audience through humour.
What does it encourage with the words ‘to be a Paralympian there’s got to be something wrong with you’
Encouraging them to examine their own misconceptions of disability in the light of what they have just viewed.
Channel 4’s Paralympic coverage was viewed by…
20 million people (a third of the UK population, 22%)
The marketing campaign reached _____ of the UK population.
81%
The Paralympic Games attracted _______ viewers accounting for the biggest channel 4 weekly share of Tv viewing since 2016 and the largest daytime share since 2012
2.6 million
How is the co presenter (what’s his name) significant?
Alex Brooker
He is disabled himself.
There is a time lapse of a bruise developing which can make the audience
Feel uncomfortable at the shock tactics they use.
Who is the woman who couldn’t get into the cafe and what does she do
Kylie grimes
She is a disabled rugby player
They wanted to neither represent disabled people as
Victims or heros
Real life begins in the video after what?
The dream sequence is broken.
What is the preferred reading, negotiated reading and oppositional reading?
Pr - the audiences who accept channel 4’s ideologies or even people who are underrepresented.
Nr - acknowledge the legitimacy of the encoders position. But they may feel more distanced from the sporting theme of the event.
Or - non supporters of channel 4 or its ethos and often older people or people who aren’t interested in sports.
How can you involve cultivation theory? By George Gerbner.
The focus on the specific disability accompanied by a voice over with serious mode of address
Raise awareness and give a voice to previously under represented groups
Offer a refreshing and more realistic perception of what it means to be disabled and one that challenges common preconceptions and mainstream values
