What event did Super Human advertise?
Tokyo 2020 Paralympic Games.
Who produced Super Human?
Oscar-nominated cinematographer, Bradford Young.
Which broadcaster released Super Human?
Channel 4
Who is Lynsey Atkin?
Channel 4’s executive creative director.
How can we assume paralympian’s are represented by studying Lynsey Atkin’s statement when launching the campaign?
Lynsey spotted the opportunity to “present Paralympians in a way they hadn’t been shown before” and to “paint a story of mental determination, not of disability”.
What is ableism?
The discrimination of and social prejudice against people with disabilities based on the belief that “typical” abilities are superior.
What is the overall aim and ideology of the marketing campaign?
- Abolish ableist attitudes
- Focus on the facilities and day to day struggles facing elite athletes.
- Paint a story of mental determination, not of disability.
How does the advert aim to represent social groups who are often marginalised?
- Dominant groups in society largely influence what is produced in the media and as a result, minority groups tend to be marginalised, creating an unrealistic view of the contemporary world.
- This advertisement attempts to address the marginalisation of certain social groups, in this case, those with disabilities.
- Its aim, reflecting the ideology and ethos of channel 4, is to give a voice to those who are not usually represented positively in other areas of the media.
How does the advert challenge previous ideas and attitudes about disabled athletes?
- Representations have been created to challenge accepted ideas regarding disability and disabled athletes.
- Negative stereotypes, of Paralympians being victims to be pitied or heroes to view in awe, are actively avoided.
- Representations create a realistic “blood and guts” feel to the advertisement, rather than disability meaning there is “something wrong with you”.
What is verisimilitude?
The appearance of something being real or true.
How does the advertisement construct versions of reality?
The narratives are centred around real people, but through re-presentations, a representation of reality is constructed focussing specifically on the challenges that the athletes face.
How does the advert avoid stereotypes?
The Paralymians in the advertisement are presented as high performance athletes in their own rights, rather than disabled athletes having to “overcome” their disability in order to achieve success.
What camera shot is this?
low angle long shot
How are representations of disability constructed in this screenshot?
- The montage of joints being taped, strapped, pushed into prosthetics, and the hyperbolic grunting is emphatic of the strenuous preparation and the physical routine that the athletes experience daily.
- Focusses on the struggles, suggesting a real battle and physical determination, meaning git is gritty and “real” rather than glamorous and idyllic.
What camera shot is this?
low angle mid shot
How are representations of disability constructed in this screenshot?
- The framing of Ellie Simmonds conveys a sense of authority, dominance and power.
- The montage of different races is illustrated through the various costume changes. This signifies how many races she has entered and won.
- Iconography of medals emphasises her success and achievements through her competitiveness.
What camera shot is this?
two shot
How are representations of disability constructed in this screenshot?
The graphic match cut of the wheelchair collision with the planets colliding signifies the athletes’ sheer strength, power and physicality.
What camera shot is this?
medium close up/ POV shot
How are representations of disability constructed in this screenshot?
- The framing represents how difficult it his to commit to being an athlete as well as parenting.
- The facial expressions of the child and father convey sadness, re-emphasising the struggle of balancing professional and domestic duties.
- Perhaps represents the man as being absent from their children and more focussed on success.
What camera shot is this?
long shot
How are representations of disability constructed in this screenshot?
- Iconography of “puke bucket” is an attempt to incorporate comedy but also suggests that the athletes train ruthlessly to the point of illness.
- Low-key lighting further illustrates the sinister and unsettling sacrifices the athletes undertake to achieve their goals.
What camera shot is this?
high angle medium close up
How are representations of disability constructed in this screenshot?
- The jump cuts between the screams during training and digetic sound of screaming during childbirth is an attempt to compare the pain of the training regimes to childbirth.
- The paralympians are constructed as normal human beings (humanises), dealing with everyday challenges such as pregnancy, childbirth and parenting
