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Advertising: Superhuman (Video) (exams from 2024) GapFill
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Channel 4’s 'Super. Human.' advert for the delayed 2020 Paralympic Games takes an unconventional tack towards representing disabled .
A conventional narrative around Paralympic athletes is that of an individual’s condition to compete at the highest level of their sport, which in turn is presented as being and inspirational to an audience of overwhelmingly able-bodied viewers. This is a specific aspect of an issue increasingly being discussed in broader society concerning disabled people being viewed as ' ' or ‘miraculous’ for living with their condition, something beyond anyone’s choice or control. The phenomenon of depicting someone with a disability as being an inspiration solely because they are disabled has been informally termed .
Representations in media are by the various codes and conventions, which are the result of decisions made by the media producers. These choices are influenced, whether consciously or subconsciously, by existing of representation in previous texts.
With this in mind, the film-making and creative choices that have gone into the trailer also reflect the aim of Channel 4’s in-house agency of presenting Paralympians in a new light. The soundtrack 'So You Wanna Be a Boxer' originating from the 1976 musical film is upbeat and jovial, whereas a conventional choice might be a rousing orchestral score. The elements of comedy and light-heartedness serve to showcase the seriousness of issues facing these athletes without being or condescending towards them.
Notably, responses towards the advert have praised Channel 4 for avoiding a maudlin and sentimental tone while still presenting the very real issues faced by disabled athletes as well as the world in general in 2020. No one needs reminding, but this was the year when every event was cancelled due to , and this is featured in the video itself. Overall, 'Super. Human.' presents the width and breadth of personal, societal and physical challenges facing these Paralympians but still retains a sense of fun and warmth while making use of an eclectic range of film-making and editing techniques.