Super.Human

Question 1

Who created the advertisement Super. Human. for the 2020 Paralympic Games?

Answer 1

Bradford Young

He is the first African American cinematographer nominated for an Oscar in 2017 for his work on the film Arrival.

Question 2

What is the primary aim of charity advertisements and those designed to raise awareness?

Answer 2

To have an immediate impact upon the audience

These advertisements need to be memorable and hard-hitting.

Question 3

What is the soundtrack used in the advertisement Super.Human. ?

Answer 3

So You Want to be a Boxer from Bugsy Malone

It effectively communicates the struggles of disabled athletes while giving a positive feel.

Question 4

What type of shots are used in the advertisement to engage the audience?

Answer 4

• Close-up shots
• Low angle shots
• Extreme close-ups

These shots portray aspects of disability in a non-victim way.

Question 5

The advertisement Super. Human. juxtaposes training scenes with what type of scenes?

Answer 5

Domestic scenes of everyday life

This suggests the normality of their situation.

Question 6

What narrative element is highlighted when an athlete tries to sing ‘Happy Birthday’ while training?

Answer 6

The clash between sport and family

This reinforces the athletes as real people.

Question 7

What is a key visual element used in the advertisement to convey struggle?

Answer 7

The image of the hamster on the wheel and the ‘puke bucket’

These are recognizable visual signifiers of struggle.

Question 8

According to Roland Barthes, what do advertisements use to communicate meaning rapidly?

Answer 8

Recognisable codes and conventions

These codes signify messages for audiences to decode.

Question 9

What does the on-screen graphic ‘To be a Paralympian there’s got to be something wrong with you’ create?

Answer 9

A conceptual binary opposition

It challenges audience perception of Paralympic athletes versus reality.

Question 10

What does the advertisement Super. Human. aim to avoid in its representation of disabled athletes?

Answer 10

Negative stereotypical representations

It avoids portraying them as victims or heroes.

Question 11

What is the target audience for the advertisement Super. Human.?

Answer 11

• Channel 4 viewers aged 16–34
• Fans of sport
• Those desiring inclusive representations

The channel aims to appeal to a culturally diverse society.

Question 12

What technical code is used to hold the audience’s attention in the advertisement?

Answer 12

Close-up shots of uncomfortable moments

Examples include the popping of a blister and attaching a prosthetic blade.

Question 13

What is the unique selling point of the advertisement Super. Human.?

Answer 13

Showing the athletes’ stories without voice-over or graphics

It aims for a realistic portrayal of the lives of disabled athletes.

Question 14

What percentage of viewers felt the coverage of the Paralympics had a positive impact on their perceptions of disabled people?

Answer 14

65%

This reflects the positive representation of disability in the advertisement.

Question 15

What does David Gauntlett’s theory of identity suggest about the advertisement?

Answer 15

It gives visible recognition to those with disabilities

This allows disabled people to see themselves represented positively in the media.

Question 16

How many people viewed Channel 4’s Paralympic coverage?

Answer 16

20 million

This accounted for a third of the UK population.

Question 17

What percentage of viewers of Channel 4’s Paralympic coverage were aged 16-34?

Answer 17

22%

This demographic is significant for understanding audience engagement.

Question 18

What was the reach of the marketing campaign for the Paralympics?

Answer 18

81% of the UK population

This indicates a broad awareness of the campaign.

Question 19

The Paralympic Games attracted how many viewers, marking a significant share for Channel 4?

Answer 19

2.6 million

This was the biggest weekly share of TV viewing since 2016.

Question 20

What is the main goal of the Super. Human. advertisement?

Answer 20

To challenge audiences’ perceptions of disability

It aims to elevate the profile of the Paralympics.

Question 21

Who is Alex Brooker and what is his connection to the Paralympics?

Answer 21

Co-presenter of The Last Leg with disabilities

He expresses anticipation for the Channel 4 Paralympics advert.

Question 22

What did Zaid Al-Qassab say about the Paralympics in relation to the Olympics?

Answer 22

It has always been an afterthought of the Olympics

The campaign aimed to elevate the Paralympics on equal footing.

Question 23

True or false: The advertisement uses shock tactics to raise awareness of issues facing disabled people.

Answer 23

TRUE

It includes imagery such as time lapse photography of injuries.

Question 24

What outdated language does the advertisement challenge regarding disabled people?

Answer 24

The slogan ‘To be a Paralympian there’s got to be something wrong with you’

It encourages a positive view of being a Paralympian.

Question 25

In what contexts does the advertisement reflect societal concerns?

Answer 25

* Under-representation of social groups * Misrepresentation of disability ## Footnote It seeks to present athletes as ordinary people facing extraordinary challenges.

Question 26

What narrative does Channel 4 construct about athletes in the advertisement?

Answer 26

Neither victims nor heroes, but ordinary sports men and women ## Footnote This reflects a compelling social narrative.

Question 27

According to **Reception theory**, what does the upbeat soundtrack and positive representation encourage?

Answer 27

Acceptance of ideologies and intended meaning of Channel 4 ## Footnote It creates a preferred reading for the audience.

Question 28

What position might some audiences adopt according to **Reception theory**?

Answer 28

Negotiated position ## Footnote They may acknowledge the encoder’s position but feel distanced from the sporting theme.

Question 29

What does **Cultivation theory** suggest about audience perceptions?

Answer 29

Audiences may become used to conventions of advertising for social groups ## Footnote This can lead to acceptance of certain views.

Question 30

How might the **Super. Human. advertisement** challenge Gerbner’s assertions?

Answer 30

It encourages audiences to question assumptions about disability ## Footnote This offers a more realistic perception of being disabled.