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Super. Human. (paralympics advert) Flashcards

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1
Q

What event was Super. Human. advertisement created to promote?

A

The 2020 Paralympic Games.

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2
Q

Who directed the Super. Human. advertisement, and what notable recognition did he receive?

A

Bradford Young, the first African American cinematographer to be nominated for an Oscar in 2017 for Arrival.

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3
Q

Which creative agency devised the Super. Human. campaign?

A

Channel 4’s in-house agency, 4Creative.

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4
Q

What production companies were involved in producing Super. Human.?

A

Serial Pictures and Somesuch.

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5
Q

How many Paralympic campaigns had Channel 4 undertaken by the time of Super. Human.?

A

Three campaigns.

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6
Q

What media formats were included in the wider Super. Human. campaign?

A

Tv advertisement, posters, and social media.

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7
Q

What theme does the Super. Human. advertisement explore?

A

The sacrifices and trials endured by Paralympic athletes in preparation for the 2020 Tokyo Games.

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8
Q

What is the aim of charity or awareness-raising advertisements?

A

To have an immediate, memorable, and hard-hitting impact on the audience.

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9
Q

Why do producers of the sub-genre try to avoid typical representations of suffering?

A

To combat compassion fatigue by offering more positive perspectives.

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10
Q

What is the significance of the So You Want to be a Boxer soundtrack in Super. Human.?

A

it conveys the athletes’ struggles while maintaining a positive and empowering tone.

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11
Q

What typical conventions are present at the beginning of Super. Human.?

A

A voice-over and dramatic music.

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12
Q

How does Super. Human. shift from typical advertising conventions?

A

It quickly transitions to realistic sound effects (e.g., grunts, groans, tape) and the daily challenges faced by athletes.

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13
Q

Why do advertisements like Super.Human. use technical codes and fast editing?

A

because they have limited time and must convey meaning quickly and effectively.

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14
Q

Wha5t camera techniques are used to portray Ellie Simmonds’ determination?

A

Establishing shots, close-ups, low angle shots, and extreme close-ups of her eyes.

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15
Q

How is slow motion used in the advertisement?

A

To dramatise a cycling crash, especially when combined with muted sound.

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16
Q

How do visual codes in Super. Human. balance sport and normal life?

A

By juxtaposing sporting environments with domestic scenes to show the normality of disability.

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17
Q

What emotions are communicated through gesture in the advert?

A

Frustration, competition, and celebration.

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18
Q

How does the narrative emphasise the athletes’ humanity?

A

By showing their personal lives, such as trying to sing ‘Happy Birthday’ to a child while training.

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19
Q

What is the purpose of the dream sequence and Channel 4 news clip in the advert?

A

To symbolise the emotional impact of the Games’ postponement as athletes are shown falling ‘over the edge.’

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20
Q

How is humour used in Super. Human.?

A

Through visual signifiers like the hamster wheel and ‘puke bucket,’ as well as animated sequences to lighten the tone.

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21
Q

According to Roland Barthes, how do advertisements communicate meaning quickly?

A

By using recognisable codes and conventions that signify messages for audiences to decode.

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22
Q

What is the function of clothing as a sign in Super.Human.?

A

It quickly places athletes within their sport (e.g., cycling gear, swimsuits) and contrasts with everyday life (e.g., hospital or casual clothing), reinforcing realism.

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23
Q

how do signs in the advertisement challenge common myths around disability?

A

By showing disabled athletes as complex individuals with strength, agency, and everyday lives, countering stereotypical narratives of victimhood or inspiration.

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24
Q

What does Claude Levi-Strauss’ theory of structuralism focus on in media texts?

A

The use of binary oppositions to construct meaning.

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25
How is structuralism applied in Super. Human.?
The advert contrasts grueling training sequences with celebratory moments of success to highlight perseverance and achievement.
26
What visual binary opposition is created through lighting and sound in Super.Human.?
The dreamlike sequences (dramatic images, music, rich colours) contrast with realistic scenes (ambient lighting, strident alarm clock sound).
27
how do animated and archive footage function in the advertisement?
they oppose real-life actions to add humour and reinforce the narrative structure.
28
What conceptual binary opposition is introduced by the on-screen graphic: "To be a Paralympian there's got to be something wrong with you"?
It contrasts public misconceptions of paralympic athletes with the empowering and positive reality shown in the advert.
29
how does the juxtaposition of athletic success and daily challenges create impact?
It highlights the absurdity and injustice of accessibility issues despite athletes being at the peak of physical and mental performance.
30
What makes Super. Human. distinct from Channel 4's previous Paralympics campaigns?
it shifts the focus from the 'Super' to the 'Human', highlighting the everyday realities and sacrifices of Paralympians.
31
Who was the Executive Creative Director of 4Creative behind Super. Human. and what did she say about its approach?
Lynsey Atkin, who said the campaign aimed to present Paralympians by focusing on their mental determination and the realities of their lives, not just their disabilities.
32
What was the focus of Channel 4's previous campaign, Meet the Superhumans?
Emphasising the extraordinary, heroic aspects of Paralympic athletes.
33
How does Super. Human. aim to make Paralympians more relatable?
By juxtaposing intense training with scenes from their everyday lives.
34
How does the advert address issues of underrepresentation and misrepresentation?
By challenging dominant media narratives and giving voice to disabled people in a realistic, positive, and empowering way.
35
What does Channel 4 aim to achieve through its representation of disabled athletes?
To counter marginalisation and promote positive, relatable portrayals that reflect their ideology of inclusivity.
36
What impact did the Paralympics campaign have on public perception, according to YouGov research?
65% felt it positively changed their views of disabled people; 82% agreed disabled athletes were as talented as able-bodied ones.
37
How are representations constructed in Super. Human.?
Through selective choices that avoid victimhood or heroism, instead portraying a gritty, realistic image of life as a Paralympian.
38
What kind of stereotypes does Super. Human. avoid?
The pity-driven victim stereotype and the awe-inspiring 'superhuman' stereotype.
39
How does Super. Human. construct its narrative around Paralympians?
By representing real athletes and focusing on their challenges, creating realistic, positive portrayals of them as elite sportspeople.
40
What is the significance of showing everyday activities like eating breakfast or giving birth in the advert?
It humanises the athletes and helps audiences positively associate with them as ordinary people.
41
Why might the Paralympics not fully address disability representation?
Many disabilities are not represented in the games, leaving some groups underrepresented.
42
How does Super. Human. avoid stereotypical representations of disability?
It avoids framing disability as something to 'overcome' and instead celebrates the athletes' talent and individuality.
43
How does fast-paced editing contribute to the advertisement?
it showcases a wide range of athletes, disabilities, and narratives quickly and effectively.
44
How does Stuart Hall's theory of representation apply to Super. Human.?
The advert challenges stereotypes by constructing disabled athletes as complex, ordinary individuals, countering media narratives based on power imbalances.
45
Who is the target audience for Super. Human.?
A broad demographic including 16-34- year-old's, sports fans, and people seeking inclusive representations.
46
How does the advert create audience identification?
Through personal, relatable stories and everyday struggles that encourage empathy and understanding.
47
What technical codes are used to engage the audience?
Close-up shots (e.g., of blisters or prosthetics) and quick editing to draw emotional responses and attention.
48
What is the role of humour in the advert?
Lightens the tone and keeps the audience engaged while delivering serious messages.
49
How do audio codes (soundtrack and sound effects) target the audience?
They use familiar music (So You Want to Be a Boxer) and realistic sounds (grunting, breathing) to suggest effort and resilience.
50
According to David Gauntlett's theory of identity, how does the advert support underrepresented groups?
By giving disabled people positive, visible representation in the media, allowing them to see themselves reflected.
51
What is the unique selling point of the Super. Human. advertisement?
It shows real life stories of Paralympians without voice-over or moralizing graphics, portraying them authentically.
52
What is the impact of the on-screen text: "To be a Paralympian there's got to be something wrong with you"?
it challenges audience misconceptions and encourages a re-evaluation of the language used about disability.
53
How successful was Channel 4's Paralympics campaign in reaching audiences?
It reached 20 million people (a third of the UK population), with 2.6 million tuning in to the Games and 81% exposed to the marketing campaign.
54
How might different audiences interpret Super. Human.?
Some may find it empowering and thought-provoking; others may feel uncomfortable due to its use of shock tactics and unfiltered imagery.
55
What examples of shock tactics are used in the advert?
Close-ups of a blister being popped, time-lapse of bruising, and a scene of Kylie Grimes unable to access a cafe.
56
How does Super. Human. reflect social and cultural concerns?
By addressing the underrepresentation of disabled people and challenging societal views on disability.
57
What comment did Zaid Al-Qassab make about the campaign's purpose?
he stated that the Paralympics had always been treated as an afterthought, and this campaign aimed to elevate its status and change that perception.
58
What did Alex Brooker compare the Super. Human. advert to and why?
The John Lewis Christmas advert, because of its emotional impact and anticipation.
59
How does the advert make athletes more accessible to the audience?
By portraying them as 'Human' rather than 'Super', emphasising their everyday struggles and humanity.
60
How does Channel 4 challenge stereotypes in Super. Human.?
By avoiding portrayals of Paralympians as victims or heroes and instead showing them as real, capable athletes.
61
How does Super. Human. create a compelling social narrative?
By portraying men and women facing extraordinary challenges in a relatable way, especially through the shattering of a dream sequence into real life.
62
According to Stuart Hall's Reception Theory, what is the preferred reading of Super. Human.?
That audiences should positively engage with the athletes' stories and be encouraged to watch the Paralympics, aligning with Channel 4's intended message.
63
What is a negotiated reading of the advert according to Hall's theory?
Audiences may appreciate the message but feel distanced from the sports themes, while still being encouraged to rethink their perceptions of disability.
64
What is an oppositional reading of Super. Human.?
Viewers not aligned with Channel 4's values or uninterested in sport might reject the message or feel disconnected from its focus.
65
What does Gerbner's Cultivation Theory say about the effect of repeated exposure to certain representations?
Audiences may become accustomed to stereotypical portrayals, leading to desensitisation or 'compassion fatigue'.
66
Why might Super. Human. challenge Cultivation Theory?
By presenting a more realistic and relatable portrayal of disability, it may cause audiences to rethink previously accepted stereotypes.
67
How does the advert aim to engage audiences emotionally and ideologically?
Through upbeat music, real-life narratives, and a tone that highlights both struggle and triumph without pity.
68
Why might the advert be particularly impactful to contemporary audiences?
It reflects current social values favouring authenticity, inclusion, and accessible success stories.

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