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The aim of charity
-those designed to raise awareness of issues and events, is to have an immediate impact upon the audience to make them take notice; therefore, these advertisements need to be more memorable and hard-hitting.
narrative of the advert
-follows the lives of the Paralympians and their battles through training. The sequence where the athlete is trying to sing ‘Happy Birthday’ to his daughter on a mobile phone whilst training on a bike reinforces the clash between the sport and the family
Semiotics – Roland Barthes
-advertisements have to communicate meaning rapidly, they use recognisable codes and conventions that signify messages for audiences to decode
Structuralism – Claude Lévi-Strauss
-The images of gruelling training regimes are contrasted with the celebratory images at the end of the advertisement when success is achieved.
-‘To be a Paralympian there’s got to be something wrong with you’ creates a conceptual binary opposition between audience perception of Paralympic athletes and the reality
Groups may be under-represented or misrepresented.
-Dominant groups in society largely control what is produced and as a result, minority groups tend to be marginalised, creating an unrealistic view of the contemporary world
-advertisement attempts to address the marginalisation of certain social groups
Note 
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