Superhuman Tokyo 2020 Paralympic Advert Overview

These flashcards contain key questions and answers about the media language, representation, and audience impacts of the Superhuman Tokyo 2020 Paralympic advert as discussed in the lecture.

What is the initial impression created by the opening of the advert involving smoke, dramatic music, and low key lighting?

It adds a feeling of drama and excitement.

How is the black woman in the advert visually portrayed to convey power and importance?

She is presented in the center of the frame.

What effect does the audio commentary have during the woman's introduction in the advert?

It adds tension and urgency, resembling the atmosphere of a race.

What does the gunshot noise signify in the shift of shots within the advert?

It transitions from the smoky studio shots to a more realistic shot of the woman in bed.

Why is the silk hair cap worn by the woman significant within this context?

It represents a conventional practice for black women to protect their hair at night.

What does the inclusion of diverse representations in the advert communicate about Paralympians?

It highlights the diversity in gender and disability within the sporting community.

How does the advert aim to challenge the underrepresentation of disabilities in media?

By visibly including various disabilities, making them normalised and acceptable.

What sentiment was expressed by some audiences regarding the representation of disabilities in the advert?

They felt that some disabilities were left out and that the focus was on more obvious disabilities.

What is illustrated by the dramatic imagery of athletes strapping up their joints and expressing strain?

It emphasizes the bravery of athletes while also acknowledging the pain involved in their training.

How does the advert portray the personal sacrifices made by Paralympians?

By showing them separated from family and the challenges they face outside of sports.

What does the montage of training and the sick bucket imply about the intensity of the athletes' preparation?

It humorously illustrates the extreme effort and physical toll taken on them.

What does the pov shot of the cycle track accomplish for the audience?

It makes the audience feel included and as if they are part of the action.

How does the advert represent the relationship between disability and everyday challenges?

By showing real-life struggles alongside sporting achievements, illustrating the dual reality of Paralympians.

What does the surreal imagery of the Kadeena Cox running symbolize in the context of the advert?

It signifies her dreams and aspirations in sport, while also adding an engaging, dreamlike quality.

How does the inclusion of medical references, like Crohn's disease, contextualize the athletes' experiences?

It relates their struggles to common real-life medical issues, enhancing relatability to audiences.

What change was noticed in Channel Four's campaign focus in comparison to previous years?

Realities of being a Paralympian rather than portraying them as superhuman heroes.

What was the underlying message conveyed by the final visuals of the advert featuring the word 'human'?

Emphasizes that Paralympians are normal individuals rather than extraordinary figures, normalizing their experiences.

Why does Channel Four focus on a more alternative representation of disability in their advert?

It aligns with showing diverse and alternative in media representation.

Who created and devised Superhuman

4Creative

Who directed Superhuman

Bradford Young.

• Oscar nominated cinematographer. 1st African American to be nominated

Channel 4 Ethos

Create change through entertainment