How does the advert open?
- Opens with smoke, lowkey lighting, dramatic non-diegetic music to create drama and excitement
- Central positioning of Kadeena Cox making her seem important
- Montage of audio commentary adds tension and realism, as if it is a real competition being judged
- Tracking in shot paired with exaggerated breathing sounds makes the event seem important and high pressure, paired with her cool calm demeanour it signifies that she is prepared
- The gunshot transitions into the radio alarm, contrasting the dream sequence with reality
How are diversity and positive representations shown within the advert?
- The use of the silk hair cap may engage black audiences who often aren’t shown natural black hair being represented in the media
- Diversity is shown through a range of disabilities, ethnicities, and genders
- Disabilities are often underrepresented in the media so this will help to engage audiences who deal with disabilities themselves
Why were some audiences critical of the advert?
- Some audiences felt that the advert only showed a narrow range of disabilities, only focusing on the more obvious ones, and they wanted even more diversity
- Some comments online suggest that some disabled people still weren’t comfortable with the message ‘ To be a Paralympian there’s got to be something wrong with you’
What does the montage of joints being taped, strapped, pushed into prosthetics represent?
The harsh preparation they have to go through everyday, emphasised by hyperbolic diegetic sounds
How is Ellie Simmonds represented as powerful and successful?
- Low angle shots and close ups make her seem dominant and powerful
- Jump cuts/montage of different races, as shown by costume changes, signifies how many races she has entered and won
- The shot of all her medals emphasises her success
Give me two examples of graphic match cuts and what they symbolise
- Graphic match cut of wheelchair collision with a planet collision signifies the athletes strength and power
- Graphic match cut of bike wheel and hamster wheel, suggesting the monotony of daily training
What type of footage is the sports training montage cross cut with?
Archive style footage of soldiers and army training
What type of shot is used between the father on his phone and his daughter and what does the scene symbolise?
- A shot reverse shot
- Connotes how hard it is to juggle training with parenting
- The sad reaction from the child and their physical separation emphasises the sacrifices that have to be made
- It could represent men as being absent from their children’s lives and more focused on their own success, a typical stereotype. However, others may see it representing men as wanting to be emotionally involved with their children but being prevented by external pressures
What does the puke bucket add?
The ‘puke bucket’ adds some comedy but also suggests they have to train until they are ill
What screams are cut between and why?
Cuts between the diegetic screams during training and childbirth suggests the vast amount of pain that training can cause but also signifies that Paralympians are normal human beings dealing with everyday issues, making them relatable
What shot makes audiences feel as though they are taking part?
POV shot from the bike on the track helps to make audiences feel as though they are taking part, keeping them engaged
What do the close up shots of bruises and blisters show?
The risk and danger of sport, as well as potentially playing on the popularity of pimple popping videos
How are non-sporting issues seen?
- The woman unable to get into the cafe, which helps to educate audiences and encourage change
- References to illnesses like Crohn’s disease, shots of doctors, medication, emphasises the long term health issues that many people with disabilities have to deal with which may be relatable to audiences, especially due to the Covid context
What kind of surreal imagery is shown and why?
- Surreal imagery of Kadeena Cox chasing a 2nd symbol suggests the pressure and desire to succeed even when they are asleep
- Similarly nightmarish imagery of Ellie Simmonds being weighed down by a giant medal showing the pressures and fears that athletes face
What does the manipulated shot and audio of Boris Johnson show?
It reflects Channel 4’s anti-establishment and alternative standpoint, suggesting the government aren’t always supportive of those with disabilities
What does the split screen montage emphasise?
The potential injuries and internal damage caused by the sport
What phrase is shown towards the end and why?
- ‘To be a Paralympian there’s got to be something wrong with you’
- It plays on the negative stereotype that being disabled is somehow wrong
- Emphasises how crazy you have to be to put yourself through all the stress and pain to be a Paralympian
What does the representation of disabled people do?
- The representations of disability may help to educate audiences and change their preconceptions about disabled people
- It may help to show disabled athletes as potential role models for others
What music is used and why?
The music ‘So You Wanna Be A Boxer’ is from the 1976 film Bugsy Malone, which targets adults who may be familiar with the song and see it as a fun upbeat reference
What logos appear the end end of the advert?
Channel 4 and Toyota sponsorship message, which reflects the expensive nature of broadcasting sporting events
How did previous adverts show disabled people?
Previous Channel 4 Paralympic adverts focused on them being superhuman heroic protagonists who could battle anything
How does this advert ensure it is different from prior ones?
- The title was changed to Super.Human., focusing on the realities and the human side of the athletes as well as their success
Some may say this campaign is more realistic than previous ones - A ball smashes the word ‘super’ so that only human remains, moving away from representing them as other
