Super.Human Flashcards
Conventions of charity advertisements within Super. Human.
- Aim to raise awareness of issues and events
- Have a lasting, immediate impact on audience so they take notice.
- Hard-hitting, shocking and memorable.
- Emotional non diegetic sound.
- Powerful slogan: Emotive Language
- Muted mis-en-scene
- Repititive messages and motifs.
Historical context of Channel 4 covering the Paralympic Games
Historical context
- Channel 4 earned broadcasting rights of the Paralympic games in 2010.
- First coverage of the games was in 2012.
- 2012 was also when Channel 4 launched a campaign called ‘Meet the Superhumans.’
- In 2016, their second campaign was titled ‘We’re the Superhumans.’
- There are contrasting representations in both adverts compared to the 2020 advert.
Product Context
Product Context
- The advert was created to promote the paralympic games.
- Devised and created by 4Creative
- Produced by Serial pictures and Somesuch (a global production company)
- Third campaign for the Paralympics.
- 4Creative is Channel 4’s creative agency.
- “We spotted an opportunity to present Paralympians in a way they hadn’t been before […] the realities of their lives, and, as with any elite athlete, the sacrifices they make in pursuit of greatness. […] paint a story of mental determination, not of disability.’ –> Lynsey Atkin, 4Creative’s Executive Creative Director.
- Decision made to change the focus of a previous campagin ‘Meet the Superhumans’ and instead emphasise the ‘Human’ rather than ‘Super’
Director of the advert
Product context
- Bradford Young
- First African American to be nominated for 2017 film ‘Arrival.’
- Oscar nominated.
Target audience and how it is targetted.
Audience
- Broad demographic: 16-34 year-olds.
- ## Psychographics: Fans of sport, those who desire to see more inclusive groups represented in the media. (This group may be loyal to the channel as it prides itself on how it “appeals to the tastes and interests of a cullturally diverse society.”
Audience response to the advertisement
Audience
London Paralympic coverage in 2012 shifted perception of disabled people: 65% surveyed were impacted by coverage. –> Their perception of disability therefore changed. 52% said disabled atheletes were ‘ just as talented as ablebodied atheletes.’
Relevant Theory One: Roland Barthes Semiotics and Five Codes Theory
Media Language
Relevant Theory Two: Claude Levi Strauss’ Binary Opposition Theory
Media Language
Slogan
‘To be a Paralympian, There’s got to be something wrong with you.’
- Wordplay, irony.
- Empowers the paralympian’s as humans
Compassion Fatigue
- When an audience is ‘fatigued’ by the overload of issues that they begin to feel hopeless to fix it.
- Producers are aware of this, so they often aim to offer a different perspective on the issue/event. Usually one that is more positive and upbeat.
Relevant Theory Three: George Gerbner’s Cultivation Theory
Audience
Relevant Theory Four: Stuart Hall’s Reception Theory
Audience
- Dominant reading:
Channel 4 Viewers
- High peak viewing share = 13.2%
- 16-34 year old viewing share ->
- Diversity, encourages channel to take risks.
- Younger Viewership (Gen Z, Millenial, Gen Y)
- ABC1 viewing share: 10.5% –> Middle/Upper class values/attitudes/aspirations –> Tend to be more open minded.
- Average viewing share: 10.3%
- 15 minute reach: 70.5%
Technical Codes in Super. Human.
- Quick succession of camera shots
- Close up shots of injuries: uncomfortable, gruelling. Evokes Sympathy.
-
Close up shots of expressions to engage audiences and to portray aspects of disability in a non-victim way , emphasising that this a part of their lives.
-Slow motion: used to show the cycling track crash combinted with muting the sound for a dramatic effect, reinforcing the pressures and dangers of being a Paralympian -> an injury could set back progress or kill them.
Audio Codes
- Recognisable song from the musical Bugsy Malone.
- Effectively communicates the struggles of the disabled athletes whilst giving the advertisment a positive feel.
- Voice over + Dramatic voice -> Alarm sound and reality. HIghlights pressues of being an elite athlete which have blurred into the subconcious minds of the athletes.
- Sound effects underscore the music, emphasising the battle of training e.g. grunts, groans and tape being applied.
