This Girl Can - Representation
Media Studies: Eduqas GCSE, topic 2.5.3
Representation
The advert creates a countertypical representation of women. The imperative statement is very motivational and has connotations of determination.
Enigma
- The brand logo for ‘This Girl Can’ is centred in the bottom third.
- The imperative statement is very motivational and has connotations of determination.
- The choice to limit the amount of information given on the advert can create a sense of enigma (Barthes), and encourage the audience to want to find out more.
#thisgirlcan
- The hashtag #thisgirlcan in the top left third can offer a way for the audience to find out more about the campaign, as well as a way of getting involved and sharing their story.
- The hashtag is an example of using convergence for viral marketing and offering an audience a sense of social cohesion.
- The hashtag led the audience to the YouTube advert which is part of the This Girl Can larger campaign.
Representation
- The advert creates a countertypical representation of women.
- The advert challenges dominant ideology through rejecting traditional views of women needing to be attractive and relying on men.
- The advert constructs an alternative ideology where the women is the hero of her story and she is independent and successful.
Purpose
- The purpose of the advert and entire campaign is to give women confidence in their ability and to challenge the sexist perception that males dominate within sport.
- The lack of photoshop and editing used to create a ‘perfect’ idea of women creates a positive image of real women and show them as being admirable.
Test yourself on This Girl Can - Representation
What is in the top left third of the This Girl Can advert?