superhuman Representation

Question 1

Context - when did the campaign begin and what was its purpose

Answer 1

the campaign began with the 2012 Olympics, it intended to raise awareness and positively represent disabilities.

first advert was titles meet the superhumans

Question 2

context - who was it made by and what are the superhuman advertisements shown on

Answer 2

they were created and shown on channel 4. channel 4 is a psb, meaning they have a remit to champion diversity and provide an alternative POV.

Question 3

context - what year is the set case study from

Answer 3

the 2020 tokyo paralympics

Question 4

context - advert success stats

Answer 4

viewed by over 20 million, 22% of these were 16-34 year old.

the marketing campaign reached 81% of the population.

Question 5

Representation - what are some key parts of the ‘‘Dream sequence’’

Answer 5

dream sequence - kadina cox.

she is dreaming about running alone (mindgame)

she wakes up to an alarm - reality - normal person like the audience.

the alarm is meant to be the race gun .

in the dream she has tunnel vision, determined to reach the end.

Question 6

representation - key parts from the challenges sequence

Answer 6

challenges sequence - displays their disablilites and how they work around them to prepare for training.

'’might aswell quit, if you haven’t got it’’ - pushing through even if its challenging.

black man crawling along the floor as he has no legs

Question 7

representation - key parts from ‘‘ellie simmonds’’ sequence

Answer 7

ellie simmonds sequence - competing against herself - standing on opposite sides of the pool - her alter ego has lots of medals - trying to be like her as she is successful

Question 8

representation - battling sequence

Answer 8

actions match diegetic sounds - putting weights on bar.

shows them practising, getting better and stronger.

intellectual montage - cultural reference - army marching - no choice to quit - it is their routine to practise.

Question 9

representation - whole world sequence

Answer 9

person in wheelchair playing basketball gets knocked down - cuts to the world colliding with another planet, but she pushes herself back up and keeps going.

'’can you pass the test’’ - audio code connotes it will be hard but you must keep trying.

Question 10

representation - home life sacrifices sequence

Answer 10

man on bike missed his daughters birthday - shown by a face time and child not happy. - shows commitment.

man on bench press - montage as bar goes up and down and his shirts change - suggesting his commitment over multiple days.

Question 11

representation - puke/treadmill sequence

Answer 11

suggest continuous improvement - ‘’ if you haven’t got it’’ - proceeds to pedal faster - fast cuts to a hamster wheel - connoting repetitiveness.

sick bucket and sick shown - suggests the Paralympians are pushing themselves to the limits to achieve goals. - there is frequent contrast between success and failure.

Question 12

representation - real life sequence

Answer 12

screaming - continues through life ( pain + birth + babies) - lady is giving birth - normal human activity - just because they are different doesnt mean they cant live normal lives.

man on bike - malfunctions - ‘‘let him feel the sting’’ - flies of bike and hurts himself

Question 13

representation - real life bruises

Answer 13

bike man he flew off - backround changes to him being in space - defying traditional views of disabilities.

injuries - burns and blisters being popped etc..

juxtaposes to woman in wheel chair - music stops - cant get into café due to no accessible entrance ‘ real world obstacles’ - ‘‘fuck sake’’ - non diegetic - she is annoyed.

Question 14

representation - winner dream sequence

Answer 14

diegetic sound stops - kadeena is chasing after 2nd place - positions are medals - chasing second and running from 3rd. - ominous and silence - builds anticipation -hermeneutic.

ellie simmonds is weighed down by a big medal - connotes the size of the victory and how much it means to her.

back to kadeena - music starts again when she wins - track breaks and she falls - dream like.

Question 15

representation - health sequence

Answer 15

'’but you might aswell quit’’ - doctor says lyrics - pills falling out cupboards - connotes they have to take a lot of medicine.

switches to balls falling from sky - connotes the boy in wheel chair has tried a lot with ball throwing. - switches to Boris saying ‘’ might aswell quit’’ - then shows athletes keep going.

bench press does a close up onto mans throat and goes inside his body.

Question 16

representation - must be something wrong with you sequence

Answer 16

blood, pain and perseverance.

black screen ‘‘to be a Paralympian there has got to be something wrong with you’’ - reflects societies view - negative .

'’wrong with you’’ - makes disability seem bad. binary oppositions.

then shows all the success of the Paralympians. - juxtaposing -taking control of disabilities and building positive representations out of it.

Question 17

representation - end sequence

Answer 17

even more winning - written code ‘‘superhuman’’ - ball smashes super - keeping human clear - connotes they are no different to anyone else.

this matches channel 4 goal of providing an alternative view.

Question 18

media language - opening sequence

Answer 18

lighting + music

smoke, lowkey lighting + dramatic music + commentary creates drama and excitement.

gun shot effect - transitions into alarm - contrast dream with reality.

kadeena at start - central position shows importance and power - direct moa - confidence.

montage audio - commentry adds tension and realism.

costume of her in bed - silk hair cap - helps engage black audience - reference to cultural and lifestyle.

Question 19

media language - getting ready montage

Answer 19

montage of joints being taped, strapped - emphasising preparation - it shows their struggle and the physical determination of the athletes.

Question 20

media language - ellie simmonds shot

Answer 20

low angle - makes her seem confident and dominant and powerful

Question 21

media language - army reference

Answer 21

the comparison of soldiers and athletes is done through a cross cut

Question 22

media language - example of a graphic matchup

Answer 22

used to compare wheelchair collision and planet collision - signifies strength and power.

match up and cuts between bike wheel and hamster wheel suggests the monotony of daily training.

Question 23

example of key audio codes

Answer 23

low sound - race

diegetic - real life - shows struggles

non diegetic music

narration