Podcast
Questions and Answers
What does the use of different costumes in the Super.Human advert primarily signify?
What does the use of different costumes in the Super.Human advert primarily signify?
How does cross cutting affect the perception of the man's training in the advert?
How does cross cutting affect the perception of the man's training in the advert?
What theory does the representation of disability in this advert primarily draw upon?
What theory does the representation of disability in this advert primarily draw upon?
Which visual technique is being used when a wide angle shot is employed during the training scenes?
Which visual technique is being used when a wide angle shot is employed during the training scenes?
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What emotional response is intended through the design of the costumes in the Super.Human advert?
What emotional response is intended through the design of the costumes in the Super.Human advert?
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What does the combination of cross cutting and costume choices suggest about the Paralympian's experience?
What does the combination of cross cutting and costume choices suggest about the Paralympian's experience?
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According to the theories mentioned, what stereotype is being used to represent disabled individuals?
According to the theories mentioned, what stereotype is being used to represent disabled individuals?
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What aspect of the advert works to create a sense of challenge faced by the Paralympian?
What aspect of the advert works to create a sense of challenge faced by the Paralympian?
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Study Notes
Media Language Used to Create Meaning
- Super. Human advert uses various media language techniques to evoke emotional responses in viewers.
- Wide shots, slow motion, and costume choices are examples of methods used.
Costume as Media Language
- Black and white costumes represent a binary opposition, juxtaposing success (black swim suit) with the struggle involved in achieving it (white swim suit). This contrasts what is outwardly perceived and the inherent difficulties of being a Paralympian.
- This is further supported by Stuart Hall's theory of stereotypes and Levi-Strauss' theory of binary opposition
Editing Techniques and Parody
- Cross-cutting between a biker and their daughter highlights time constraints and the potential sacrifices involved in pursuing Paralympic goals.
- Wide-angle shots emphasize the isolation and solitude often experienced by athletes dealing with challenges, which is consistent with the broader theme of the ad.
- Bradford Young's representation follows stereotypes of disabled people, in an effort to avoid stereotypical portrayal.
- These include the use of Collin Barthes theory of disability as a victim, and the idea that disabled people experience difficulties that a fully abled person does not.
- However, Young's methods break these harmful stereotypes as he aims for an accurate representation of these people.
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Description
This quiz explores the various media language techniques used in advertisements to create meaning and evoke emotional responses. It covers examples such as costume symbolism, editing methods, and theoretical frameworks relevant to media interpretation. Test your understanding of how these elements contribute to the overall narrative and impact in advertising.
