Audio-visual - advert ‘This Girl Can’ 15m Flashcards
1
Q
How does it communicate a message?
A
- It’s an awareness raising campaign that focuses on encouraging women
- To engage in exercise - specific purpose
2
Q
How are women portrayed? - media language
A
- Strong & independent - first mid shot angle of woman running challenges ingrained ideology & cultural assumptions about feminists
- Opposes trad views
- Women aren’t celebrities - relate - encourage stimulation
- Realistic setting
3
Q
How do women subvert trad gender scripts?
A
- Red lipstick exercising alone subverts dependence on men & enhances self-love
4
Q
How do they target women of different demographics?
A
- Elderly wearing bright swimsuit & younger with short hair & piercings
- Illustrates women having multiple capabilities
5
Q
How is sexualisation used?
A
- Mid close up behind woman’s waist - highlights sexualisation over body in positive way - others smiling & having fun
6
Q
How are women empowered? - Maya
A
- Non diegetic sound Maya Angelou reciting poem challenging cultural assumptions of femininity
- ‘I am a woman, phenomenally’ - accentuates importance of being woman - compliment
7
Q
Gauntlett - identity
A
- Identity is now complex
- Many identities that are represented in advert
8
Q
Gerbner - cultivation
A
- Feminisation = become mainstream ideology - cultivations reinforces these mainstream values
- Repeated exposure of women = strong & independent influence perceptions of world
9
Q
bell hooks - feminist
A
- Continued media representation of women = sexualised
10
Q
Hall - reception
A
- Women all ages = preferred reading - intended message = accepted
- Older men = oppositional reading - message = understood but still disagrees
