Superhuman (L,R&A)

Question 1

Why was the Superhuman advert created?

Answer 1

To promote the 2020 Paralympic Games

Question 2

Who made the Superhuman advert?

Answer 2

Bradford Young (nominated for Academy Award for Best Cinematography)

Channel 4’s in-house creative agency - 4creative

Question 3

Who produced the Superhuman advert?

Answer 3

Serial Pictures and Somesuch (global production company)

Question 4

4Creative

Answer 4

• channel 4’s in house created team
• around 60 people
• created in 2005

Question 5

Codes and conventions of charity advertisements

Answer 5

• shocking and hardhitting
• emotive, non-diegetic sound (e.g. music)
• use of voice-over with emotive language
• personal narrative
• muted aesthetic
• personal address/pronouns
• repetitive motifs and messages

Question 6

Aim of charity advertisements

Answer 6

To have an immediate impact on the audience to make them take notice (memorable and hard-hitting)

Question 7

Compassion fatigue

Answer 7

Some charity adverts rely on audiences feeling guilty. However, this could lead to compassion fatigue (caused by long adverts/too many adverts in a short time with multiple examples of suffering). This can be counterproductive and make audiences not want to donate due to the consistent feelings of guilt and pity.