Super.Human. audiences

Question 1

Who is the target audience for the “Super. Human.” advertisement?

Answer 1

Channel 4 viewers, fans of sport, and those who desire more inclusive representations of social groups.

Question 2

How does the advertisement engage its audience through technical codes?

Answer 2

By using close-up shots, editing between gruelling routines and cartoon moments, and employing a recognisable soundtrack.

Question 3

What was the unique selling point of the “Super. Human.” advertisement?

Answer 3

Showing the athletes’ stories without a voice-over or moralising graphics, encouraging viewers to examine their own misconceptions.

Question 4

What does George Gerbner’s cultivation theory suggest about audience perceptions of disability in advertisements?

Answer 4

Audiences may become used to certain conventions, but “Super. Human.” challenges these by offering a more realistic perception of disability.

Question 5

How does the advertisement address the issue of compassion fatigue?

Answer 5

By offering a different perspective on disability, focusing on positive and upbeat elements rather than just the struggles.

Question 6

What was the reach of Channel 4’s Paralympic coverage in terms of viewership?

Answer 6

It was viewed by 20 million people, a third of the UK population, with 22% of viewers being 16-34 years of age.

Question 7

How does the advertisement encourage audiences to examine their own misconceptions of disability?

Answer 7

By showing realistic portrayals of the athletes’ lives and ending with the slogan “To be a Paralympian there’s got to be something wrong with you”

Question 8

How does the use of the song target audiences?

Answer 8

Fans of both Bugsy Malone and Jay Prince may be attracted to the advert