The first thing the audience hears is the sound of opening doors, this could be seen as a metaphor, it is opening doors to a new start, new opportunities and an open mind. It is welcoming the audience to a world with no barriers, where possibilities are endless and potential is limitless. We then begin to hear a song by Public Enemy - "Harder than you think". This song is very upbeat and fast paced, it is supposed to make the audience feel excited while watching. Almost a minute into the advert, the music is cut. There are sounds of explosions, car crashes and a babies heart beat. This is very effective as it adds to the dramatic images shown, it makes the audience realise that all of these athletes have had a very difficult life and had unfortunately been through these experiences. It makes the advert more memorable and adds to the realism.
As for visual codes, at the beginning there is very low lighting and shows a silhouette of a human, this allows the audience to make assumptions and leaves them intrigued. It is then soon revealed that it was a disabled person. The clips from army and car accidents are used as flashbacks to remind the audience that all of these disabled athletes have been through a very hard time. Although this is supposed to be negative imagery, it then goes onto showing the superhumans succeeding and doing the same sports as non disabled people. This shows that even though unfortunate accidents have happened to these people, they've worked very hard to change it into something positive, something to be proud of. They are shown using their disabilities to their advantage. The technical codes within this media text are very effective as they clearly present the hard work and effort that these athletes put in, this is shown through the extreme close ups. Additionally, the fast cuts create an exciting atmosphere and make it possible to include many more video clips.
This is a very positive representation of disability, it's supposed to make the audience see that they really are superhumans.
Rudimental - Waiting all night ft. Ella Eyre - music video.
Throughout the video the song was obviously playing, but at the very beginning you first hear the sound of people pedaling their bikes and doing tricks, with a few beeps from cars. Then suddenly you hear someone on the bike being hit by a car. This adds to the narrative of the music video, which shows the true life story of Kurt Yaeger after his accident in 2006. For the music video to make sense, they had to include a clip of the accident. The sound of cars beeping early on was foreshadowing what is going to happen.
The music video ends in a similar way to how it starts. With the group of pro BMXers riding their bikes. In between that it shows the progression of someone who was hit by a truck. There are close ups of him in the hospital bed, and the devastated expressions of his friends and family members. This negative imagery soon turns positive when it shows all the support he was getting from his family and friends, it is what motivated him to get better. There are clips of him having fun, doing the same things he usually would. He is shown practicing to walk and putting a great amount of effort into training himself. There are even moments of anger included, where he throws bikes etc. because he was failing. But he kept practicing and finally succeeded. This would be very motivational for the audience. The fact that most of the music video is recorded from first person perspective, allows the viewers to feel like they're a part of what was happening.
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