What is the purpose of the Super. Human advert?
To promote the paralympics and raise awareness of those who live with a disability- representing the underrepresented.
What visual codes are conventional for adverts like Super. Human?
- Shock tactics
- Everyday settings
- Scenes of suffering and deprivation.
What conventional audio codes may be found in the Super. Human advert?
- Emotive non-diegetic dramatic or slow music
- Recognisable songs
- Non-diegetic voice with a tone of authority (sometimes a celebrity)
- Voiceovers using emotive language and repeated use of personal pronouns
- Real voice of the victim/personal narrative
What conventional technical codes may be found in the Super. Human advert?
- Use of close ups and direct mode of address
- Establishing shots
- Tracking shots following the main ‘characters’
- Slow motion
- Black and white or muted images
What is compassion fatigue and desensitisation?
The diminished ability to empathise, which may be due to over exposure of repetitive, negative or shocking images.
Who created, devised and produced the Super. Human advert?
- Created by Bradford Young, Oscar nominated cinematographer
- Devised by Channel 4’s agency 4Creative
- Produced by Serial Pictures and Somesuch
How does the Super. Human advert challenge stereotypical conventions?
Positive audio code- So You Wanna Be a Boxer communicates the struggles but also creates a positive atmosphere.
Close up shots- not used to victimise and instead promote strength of athletes.
What binary oppositions can be found within Super. Human?
Struggle vs reward
Family and home life vs training
Dreams vs reality
Obstacles vs solutions
Name five athletes in the Super. Human advert
- Ali Jawad (powelifter)
- David Smith (Boccia champion)
- Jody Cundy (cycling)
- Jordanne Whiley (wheelchair tennis)
- Kadeena Cox (Cycling and athletics)
- Ellie Simmons (Swimmer)
What is the target audience for Super. Human?
16-34, Channel 4 viewers, Fans of sport, Reformers ‘appeals to the tastes of a culturally diverese society’.
