How may audiences interpret this advertisement

• Challenges perceptions

  Aims to changes how audiences view disability and disabled athletes
• Familiarity with channel 4

  -Regular viewers may expect something bold

  -Do paralympic coverage
• Raising the paralympic profile

  -Wants to give Paralympics same status as Olympics

  -Grab attention and shift perceptions
• Shock tactics

  -Graphic visuals to evoke emotional reactions

  -Highlights real life barriers like inaccessibility
• Encouraging reflection on language and attitudes

  -Final slogan 'to be a Paralympian there's got to something wrong with you' provokes thought

  -Flips negative assumptions into admiration
• Potential discomfort

  -Some views may feel uneasy due to raw and realistic portrayal of disability

  -Ad challenges social norms and outdated language around disability