smoke, low key lighting and dramatic non diegetic music create drama and excitement
central positioning makes the black woman seem important
flashing lights around her create a paparazzi feel, or the beginning of a race feel
the montage of audio commentary adds tension and realism as though this is a real competition being judged
exaggerated breathing sounds and track in to close up make this seem like an important event with high pressure
her cool and calm demeanour signify that she is prepared and ready
gunshot noise acts as a transition into the radio alarm helping us to contrast the dream sequence with the reality
the use of the silk hair cap/bonnet may help to engage black audiences who often aren't shown natural black hair being represented in the media
a range of disabilities, ethnicities and genders are represented on screen adding a sense of diversity
disabilities are often under represented in the media so the inclusion of people with disabilities may help to engage audiences who deal with disabilities themselves
some audiences felt that the advert only really showed a narrow range of disabilities and they wanted more diversity
the montage of joints being taped, strapped and pushed into prosthetics, along with the hyperbolic sounds, emphasises the preparation they go through every day
it suggests a real battle, struggle and physical determination and so feels quite gritty and real rather than glamorous or idyllic
low angle shot and close ups of Ellie Simmonds make her seem dominant and powerful
the jump cuts/montage of different races (emphasised by costume changes) signifies how many races she has entered and won
the shots of sports people training is cross cut with archive style footage of soldiers marching and army training, helping to compare the athletes to soldiers, fighters, etc
the graphic match cut (wheelchair with the planets colliding) signifies the athletes sheer strength and power
the shot reverse shot between the cyclist and the phone showing his daughter connotes how hard it is to try and juggle training with parenting
the sad reactions and physical separations of parents from their kids emphasises the sacrifices they make to be the best
could represent men as being absent from their children's lives and focused more on their own successes
some may see it as representing men as wanting to be emotionally involved with their children but being prevented by external pressures
further use of jump cuts to emphasise the multiple days of training that athletes have to endure
the "puke bucket" adds some comedy but also suggests they have to train until they are il
the cuts between the screams during training and the screams during childbirth suggests the amount of pain that training can cause
signifies that paralumpians are normal human beings dealing with everyday issues such as pregnancy, childbirth, parenting, etc. helps to make them normalised and relatable
the POV shot from the bike on the track helps to make audiences feel as though they are there taking part
the sparks from the bike and the slow motion shot of the man flying through the air adds drama and risk/danger, giving it an action film feel
close up shots of bruises and blisters being popped play on the popularity of "gross" videos (e.g pimple popping)
emphasises the risks and dangers of the sports, and the real problems suffered by atheletes
the narrative includes non sport related issues such as discrimination faced by disabled people may help educate audiences and encourage change
the surreal imagery suggests that the pressure and desire to succeed is driving them even when asleep
nightmarish imagery emphasises the fears the athletes have, and the pressure they are under as well as the struggles they face
references to medical illnesses like Crohns disease as well as shots of doctors, medication, etc emphasises the long term health issues that many people with disabilities have to deal with
could be relatable to many audiences including those affected by the context of COVID, lockdowns, postponed events, etc
the manipulated shot and audio of Boris Johnson reflect Channel 4's anti-establishment and alternative standpoint. Perhaps suggesting the government aren't always supportive of those with disabilities
"you might as well quit"
the falling cascade of balls adds to the sense of overwhelming pressure and stress
"to be a paralympian there's got to be something wrong with you"
plays on the negative stereotype that being disabled is somehow wrong
some comments online suggest that some disabled people still weren't comfortable with this message
instead emphasises how crazy you have to be to put yourself through all this stress and pain to be a paralympic
images of athletes celebrating success adds to the image of them being winners
the representations of disability in the advert 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
also educates people on the struggles disabled people face daily
the music "So You Wanna Be A Boxer" is from the 1976 film Bugsy Malone
targets adults (particularly aged 35+) who may be familiar with the song and see it as a fun upbeat reference
the Toyota sponsorship message reflects the expensive nature of filming and broadcasting sporting events, and the need to get extra revenue from sponsorship to help with this
previously Channel 4 Paralympic adverts had focused on athletes being Super Human (e.g heroic and not totally "real" or normal)
Channel 4 kept the Super Human title but changed it to Super.Human, focusing on showing the human side of the athletes as well as their successes
some may say that this campaign is more realistic than previous ones
the smashing of the word "Super" suggests a move away from representing disabled people as "other" and a move towards representing them as human
Channel 4 have a PSB remit which has an effect on the way they might represent people in their products
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