This Girl Can - Narrative
Media Studies: Eduqas GCSE, topic 2.5.2
Narrative and Verbal Codes
Narrative is constructed in this advert through the combination of image and text. Verbal codes help to create meaning in the advert.
Narrative
- Narrative is constructed in this advert through the combination of image and text.
- As the women is the only focus in this advert she is presented as the hero, as theorised in Propp’s narrative theory.
Narrative theory
- As the women is shown to be an inspiration to the audience, it would place the audience as the damsels in distress.
- This would suggest the audience need to be saved and the way to do this is embracing exercise.
Verbal codes
- Verbal codes help to create meaning in the advert.
- The mantra or slogan ‘Sweating like a pig, feeling like a fox’ is a simile and uses binary opposition (Levi Strauss) to emphasis how the feeling sport can give you is more important that the way you look while taking part.
The slogan
- The word 'pig' is given negative connotations and has associations of ugliness, whereas the use of ‘fox’ suggests a feeling of sexiness and confidence.
- The slogan can draw on historical views of women sweaty being unacceptable and needing to look beautiful all of the time, and instead rules it out through the juxtaposition of being confident and sexy like a fox.
Collectivity
- The slogan is anchored by the use of a highly saturated image which can further reinforce the fact the women is hot and sweaty but enjoying it.
- The word ‘girl’ is a collective noun and reinforces that the message and campaign is for all women, introducing a sense of unity.