super. human. tokyo 2020 paralympic games ad

provide some product context for the ad. (4 points)

• created to promote the 2020 paralympic games

• created by channel 4, produced by serial pictures and somesuch

• third paralympics campaign by channel 4

• the ad is about the sacrifices and trials paralympic athletes face

what is the goal of charity adverts, and how do they tend to achieve this goal?

raise awareness of issues and events and have an impact on viewers - ads must be memorable and hard-hitting

what do charity advertisers want to avoid?

contributing to compassion fatigue

what is the importance of audio codes in the ad? why was the soundtrack chosen?

to help show different perspective to disabled issues - the bugsy malone soundtrack gives the ad a positive feeling

how does the soundtrack choice of ‘so you want to be a boxer’ from bugsy malone reach a wide audience? (2 points)

• upbeat song will catch viewers attention

• older audiences will recognize the song

how are close-up shots used in the ad?

to engage the audience and portray disability in a non-victimizing way

what is an example of editing used to uplift a disabled athlete in the ad? (hint: ellie simmonds) (4 points)

• close-up of swimmer putting on goggles

• low angle shot - powerfulness

• extreme close-up of eyes - concentration

• slow-motion for dramatic effect

how are visual codes used to connuniticate meanings in the ad?

iconography related to sport juxtaposed with everyday life - suggests normalized disability

how does part of the narrative help to establish athletes as real people? (hint: happy birthday)

athlete singing to his daughter on a phone while training on a bike - reinforces contrast between sport and family

what is an example of a stylized sequence used to convey meaning in the ad?

a dream sequence edited with a clip announcing the games being postponed - impact is shown by athletes falling off of a cliff in the dream

how is humor used to convey information? (2 points)

• images of puke bucket and hamster wheel - visual signifiers of struggle

• animated sequences - adds comedy to a grueling regime

how can we apply roland barthes’ semiotics theory to the advert?

clothing signifies whether the athletes are within their sport or their daily life - creates realism

how can we apply claude levi-strauss’s theory of structuralism (specifically binary opposition) to the ad? (2 points)

• images of training regimes are contrasted with celebrations at the end of the advert

• inclusion of animation contrasts real-life actions

what is the significance of the on-screen graphic ‘to be a paralympian there’s got to be something wrong with you’? apply levi'-strauss’s structuralism theory.

it creates a binary opposition between the audience’s idea of paralympians and reality

how does this 2020 ad deviate from themes presented in previous paralympic games campaigns?

portrays the realities of disabled people’s lives rather than showing them as ‘superhumans’ like before

why might particular social groups might be under-represented or misrepresented?

dominant groups control what is produced, so minority groups are marginalized and an unrealistic view of the world is portrayed

what are some statistics proving the ad was able to change peoples’ opinions of disabled people? (2 points)

• 65% of viewers said the ad had improved their views of disabled people

• 82% of viewers believe disabled athletes are as talented as able-bodied ones

the super. human. ad reaches audiences by showing real, human stories. what is the proper term for this?

personalisation

what is the importance of technical codes and close-up shots of uncomfortable things like popping a blister?

it gives audiences access to unfamiliar views to hold their attention

how is audio used in the ad to show struggle?

heavy breathing and grunting

what stereotypes about disabled people were avoided in the ad?

that their disabilities are something they have to overcome

how does the ad play into hall’s representation theory?

the ad acknowledges hall’s theory that stereotyping is caused by power imbalances and actively avoids typical stereotypes

how does the ad play into gauntlett’s theory of identity?

the ad provides a diverse range of identities and disabilities

who is the target audience for the ad? (3 points)

• channel 4 viewers aged 16-34

• sports fans

• people who want to see more representation in media

how does the ad play into hall’s reception theory? (2 points)

• the positive depiction of the paralympics encourages audiences to accept the intended meaning of channel 4.

• those who aren’t interested in sports might take a negotiated or oppositional response

how does the ad play into gerbner’s cultivation theory? (2 points)

• audiences might be used to charity advertising and are immune to their purpose

• or, audiences might question their usual assumptions