LR

Channel 4's image is promoted in this advert through challenging misconceptions. This advert presents the disabled athletes as determined and skilled. This goes against the stereotype thus creating an alternative representation. This encapsulates the core belief of Channel 4's belief of 'Do it First'. This is because a brand new insight the disabled is displayed in this advert with the alternative representation of disabled athletes and even the paralympic games as a whole.

The association with youth culture also promotes Channel 4's brand image as majority of the athletes featured in the advert are young and youthful. This creates an appeal towards the youth which is effective as statistics show most viewers on Channel 4 are youth. Association with youth culture isn't just seen but also heard in this advert. The hip-hop music heard throughout this advert also creates appeal towards the youth thus reinforcing the image of Channel 4 as trendy.

The shock values included in this advert for example the car crash and the birth abnormality seen in the ultra-sound of the pregnant woman promotes Channel 4's belief of 'Make trouble'. This is as the audience will be surprised and may even feel uneasy watching which will build and cause controversy about the advert. This gives the advert a unique selling point as it will allow the generation of interest towards the advert. This is also shows Channel 4's belief of 'Do it first' as they make the advert stand out and be memorable with the addition of the shock values.

The attitude and aggression of the athletes seen in their facial expression for example, the grimace of the weight lifter and the exhausted but determined face of the wheel chair basketball player shows the athletes to be determined for victory. Also the athletes are regarded as 'Superhumans' This is contrasts the stereotypes as the implications of 'superhuman' are, powerful, dynamic and high powered. This challenges stereotypes.