Super.Human (Tokyo 2020) (Component 1) Flashcards
Who are represented in the Super.Human video?
Disabled people
Is disability represented as Positive, Negative or Neutral within Super.Human?
Positive, shown to be able even if struggle is shown
How does SuperHuman use verisimilitude?
Showing the reality of the struggles of the athletes such as the women in the wheelchair unable to get into the cafe.
What typical conventions of charity adverts can be see within Super.Human?
- gore factors to form emotions
- shocking and hard hitting visuals
-Tracking shots follow protagonist to involve the audience.
-Close up shots position audience in close proximity to those in need. - Slo mo, B&W, direct MOA
How can the music in the advert be described?
The music can be described as contrapuntal which means the music contradicts what is happening in the advert.
Why has the Super.Human diverged away from the conventions of charity adverts?
Charity adverts suffer from compassion fatigue due to the consistent emotional imagery, Super.Human has used other codes and conventions in order to avoid this problem and to avoid the typical representation that disabled people have within media
Which cinematographer recorded the Super.Human advertisement?
And what film had he previously worked on?
Bradford Young - Oscar nominated cinematographer and first African American cinematographer to be nominated for an award in 2017 for his film ‘Arrival’.
What was the Super.Human advertisement created to promote?
The 2020 Tokyo Paralympics
What is the phrase used to describe the desensitisation of audiences to empathy based advertising?
Compassion fatigue
What is the use of cartoon footage in Super. Human. an example of?
Intertextuality
What happened to the ‘camera lens’ when it said “super.human”?
It smashed
What is the name of the ad campaigns from 2012 and 2016?
Meet the SuperHumans
What does compassion fatigue mean ?
Compassion fatigue is the physical and mental exhaustion and emotional withdrawal experienced when one has seen too many emotionally hard selling adverts.
(STRETCH - What is an example of an advert that causes compassion fatigue ?
- e.g water aid adverts)
what is the importance of song in background
•intertextual reference to Buggsy Malone’s ‘So you want to be a boxer’ and shows the struggles of training and him being made fun of can link to disabled struggles
•can attract older audiences
Who is swimmer Ellie Simmonds competing against in the advert?
Her past self