How does the advert reach and target audience

• Personalisation

  -Focuses on a real human stories of disabled athletes

  -Highlights everyday struggles of training with a disability

  -Encourages audience empathy and identification with the athletes
• Technical codes

  -Uses close up shots including uncomfortable ones

  -Shows unfamiliar views, like attaching a prosthetic blade

  -Intense training clips and cartoon clips to lighten mood and use humour
• Audio codes

  -Features upbeat song 'so you want to be a boxer' from Bugsy Malone

  -Appeals to older audiences familiar with the film

  -Includes realistic sounds to emphasize struggle