how does the ad attempt to avoid the misrepresentations of people with disabilities?
people are presented in a positive light, all gender, those with disabilities and different ethnicities are presented as equal. the ad attempts to demolish the under representation of those with disabilities by showing their achievements in sport . this helps eliminate the idea of disabled people being less able, other than the clip of kylie unable to get into a cafe, though this represents day to day struggles.
how is gender presented in the ad?
men are shown lifting weights, with close ups of their to show whilst it may look easy from an outside view, you see the struggle in his face. there are multiple close ups of athletes struggling, the ones with women, they’re struggling to get to the end, where as with men he is showing how hard it is yet makes the sport look easy. this shows everyones hard work and men and women are equal. women are still shown as mothers and fathers and presented as absent as there are clips of parents on the phone to their children.
how is ethnicity presented in the ad?
destroys the stereotype of black people not working hard enough and keeps up with the idea that white people work hard. We also see Kadeena Cox sleeping with a bonnet.
how is disability presented in the ad?
Channel 4 represents disabilities in a positive light as they are a PSB. we see a range of visual and hidden disabilities.
how is the nation presented in the ad?
Britain is presented positively, shows how as a country we are winner, Britain is one of the only countries that funds the same amount of money to the Paralympics and the Olympics. however, a bad representation is when kylie can’t get into the cafe due to her wheelchair.
how are issues presented in the ad?
the Paralympics were postponed due to covid-19 with a clip of Boris Johnson and a Channel 4 news reporter being shown within the ad.
