advert

    Cards (30)

    • Reception: Dominant
      Audience members who have personal experiences with disability, either through their own lives or through close relationships, may have a more nuanced and empathetic reception of the advert, as their own experiences could shape how they interpret the advert.
    • Reception: Dominant 2
      Audience members who are more media literate may engage with the advertisement on a deeper level. They may analyze the messaging, techniques, and representations used in the advertisement, which could influence their reception and interpretation.
    • Reception
      Social norms, values, and beliefs about disability in a particular society/community can shape how the advert is received and interpreted.
    • Realistic Representation
      • Ellie Simmonds putting on her goggles in the pool or training in the gym, along with domestic scenes.
      • The representations in the advertisement aim to create a realistic, "blood and guts" feel, highlighting the result of the athletes' hard work.
      • The USP
    • Empowering Portrayal
      • The athletes' stories are shown without voice-over or graphics moralizing on the plight of the disabled, allowing the audience to form their own interpretations.
      • By emphasizing the athletes' dedication, resilience, and talent, the advertisement empowers them and challenges societal misconceptions about disability.
    • Cultivation Theory
      • The cultivation theory suggests that repeated exposure to media content shapes individuals' perceptions of reality.
      • However, this advertisement challenges the cultivation theory by presenting a more realistic and empowering representation of disability (not the hegemony).
      • Audiences may question their assumptions and be more open to these representations. As it offers a refreshing, more realistic perception of it is to be disabled and challenges common preconceptions and mainstream values.
    • Representation
      The advert aims to counter the marginalization and under-representation of certain social groups, particularly those with disabilities, in the media. By providing a positive representation of disability and showcasing the talents and achievements the advert changes attitudes and preconceived notions.
    • Impact on perceptions
      According to YouGov research, 65% of viewers felt that the coverage of the Paralympics had a positive impact on their perceptions of disabled people, and 82% agreed that disabled athletes were as talented as able-bodied athletes.
    • Viewership
      The advert reached a wide audience, with 20 million viewers and a campaign reaching 81% of the UK population, demonstrates the potential for media to challenge stereotypes.
    • Channel 4 remit
      As a Public Service Broadcaster, it has a remit to ‘Stand up for
      Diversity in the UK’. This means they must represent those that don’t
      usually have a voice in mainstream media
    • Channel 4 marketing
      Chief marketing officer of Channel 4, said of the thinking behind the campaign, ‘The Paralympics has always been an afterthought of the Olympics. It was the first time that any broadcaster was making a meaningful attempt to elevate the Paralympics on an equal footing.
    • In Disabling Imagery and the Media (1992), Paul Barnes
      Disabilities are represented in limited ways:
      Super-cripples – portrayed as having special powers, example blind people might be viewed as visionaries with sixth sense.
      • Incapable of participating in community life – rarely show as integral or productive members of working society – Barnes calls this the stereotype of omission.
    • Cultivation theory Adverts
      • This theory suggests that audiences may have become used to the conventions of this subgenre of advertising which raises awareness of a particular social group.
      • Due to the repetition of certain codes and conventions, for example, the focus on the specific disability accompanied by a voice-over with serious mode of address, they may accept this view of the world and perhaps be somewhat ‘immune’ to their purpose.
    • Reception habits
      Regular audiences of Channel 4 may be familiar with the approach taken by the broadcaster when promoting the Paralympics. They may have seen previous campaigns and have a certain expectation of how disability is portrayed. This familiarity could influence their interpretation of the advert.
    • Reception Age
      • The advert specifically targets Channel 4 viewers who largely fall into the 16-34 age bracket. Younger audiences may be more open to inclusive representations of social groups and may be more receptive to the message of the advert.
      • Older audiences may have different attitudes about disability, which could shape their interpretation of the advert.
    • Juxtaposition
      Juxtaposes images of the athletes' training regime with images of their everyday lives. This contrast highlights the mental determination and sacrifices made by the athletes.
    • Visual Binary Opposition
      The advert creates a visual contrast between dreamlike sequences with dramatic images, music, and a rich color palette, and the reality conveyed through ambient lighting and the sound of an alarm clock. This contrast reinforces the narrative and adds depth to the representation.
    • Humor
      • The advert incorporates humor to convey information and provide a lighter tone. It helps to engage the audience and create a more relatable representation of disabled athletes.
      • Image of a hamster on a wheel, the mention of a "puke bucket" and animated/archival footage are recognizable visual signifiers of struggle, adding a touch of comic relief to the grueling training regime.
    • Camera Angles:
      • Close-up shots are used to create intimacy and allow viewers to see the athletes' emotions and struggles up close. Such as the popping of a blister or the attaching of a prosthetic blade, may make some viewers uncomfortable but also hold their attention.
      • Wide shots are used to show the athletes' surroundings and give a broader perspective.
    • Gestures and Expressions
      The athletes' gestures and expressions in the advert convey emotions such as frustration, competition, and celebration. These non-verbal cues highlight the dedication and hard work put in by the athletes, emphasising their talent and determination.
    • Visuals
      The advert juxtaposes images of disabled athletes in their training regime with scenes from their everyday lives. This visual contrast aims to make the athletes more relatable to audiences and challenge stereotypes or pity-based representations of disabled individuals. The use of realistic visuals creates a sense of authenticity and normalises the experiences of disabled athletes.
    • Juxtaposition editing
      • The editing in the advert cuts between the athletes' grueling routines and clips of cartoon moments, which lightens the mood and engages the audience through humor.
      • This juxtaposition creates a contrast between the athletes' determination and the challenges they face, emphasizing their mental strength/resilience.
    • Transitions
      The advert uses smooth transitions between different scenes to create a seamless flow and maintain the audience's attention. These transitions help connect the athletes' individual narratives and convey a cohesive story of mental determination.
    • Pace
      • The editing also controls the pace of the advert to evoke specific emotions in the audience.
      • Fast-paced editing during intense training sequences creates a sense of energy and excitement.
      • Slower editing during moments of reflection or struggle allows the audience to connect with the athletes on a deeper level.
    • Name
      The advert shifts the focus from the "Super" to the "Human," emphasizing the everyday lives of the athletes. This is done to make the athletes more relatable and to challenge the idea that disabled athletes are somehow different than able-bodied athletes.
    • Avoidance of Stereotypes
      The advert actively avoids negative /stereotypical representations of Paralympians as either victims or heroes. Instead, it presents a realistic portrayal of the athletes, showing their strength, resilience, and determination
    • Conceptual Binary Opposition
      The on-screen graphic "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. It challenges the use of language and encourages the audience to reflect upon their own misconceptions of disability.
    • Production
      • 2020
      • Channels 4's in-house agency 4creative
    • The Super Human advert
      • campaign created by Channel 4 for the Paralympic Games.
      • The purpose is to challenge audiences' perceptions of disability and to provide a realistic portrayal of the lives of disabled athletes.
      • Aims to give a voice to those who are not usually represented positively in the media.
    • Clothing
      • Clothing is a signifier to place the athletes within their sporting context. The track cyclist's clothing and the swimming costumes differentiate the athletes in their training settings.
      • In contrast, the athletes are shown in everyday clothing, such as hospital attire or casual wear, in domestic scenes. This contrast serves to illustrate different aspects of their lives and challenges preconceived notions about disability.
    See similar decks