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2. IMAGE
We can see the
two athletes
looking confident
and independent
despite their
disability. This
contradicts all the
conventions of
disability and
gives the
audience a new
point of view of
the already
traditionally
created belief.
The athletes are
wearing the
British flag as
their tops,
conveying a
sense of their
nationality and
pride.
We can clearly
see the Olympic
stadium in the
background
behind the
disabled
athletes. It gives
a feel of where
they belong and
what the
documentary is
about.

3. COLOUR
The surreal
background of this
advert is dark and
moody and contrasts
with the athletes,
who look way more
colourful, despite
their disabilities. We
can say that the
background
represents the world,
which perceives
disabled people as
vulnerable and weak
and expects from
them to admit defeat.
Her pink
prosthetic leg
conveys a sense
of personal
identity and that
we don’t only see
her as a disabled
person but an
athlete with
preference of
style.

4. CONVENTIONS
This is the
institutional logo
of the channel,
which is
broadcasting
the
documentary. In
this case, it is
Channel 4,
where it is
always on the
right side of the
advert.
The heading and
schedule information of
the documentary are put
onto filled box shapes
with the purpose of
standing out to the eye.
It is easy for the
audience to recognise
this type of information,
as Channel 4 uses the
same method/
techniques for all of its
adverts, and audience
will be familiar with it.

5. USE OF LANGUAGE
Channel 4 usually
uses minimal
amount of text for its
adverts, as its main
aim is for them to be
visual in the first
place.
This documentary is
called ‘Inside
Incredible Athletes’
and its mission as a
heading is to attract
the audience. It
aims to change
people’s view of
disabled people,
because they should
not only be seen as
such, but as people
with different talents
The documentary
advert engages the
audience and
encourages a
change in
perspectives.
The ‘Freaks of
Nature’ title also
makes us see the
two athletes as
more than disabled
people, and helps to
establish them as
the main characters
who fight their own
life battle every day,
making them look
like heroes.