This advertisement campaign was launched in 2016 by Sport England to promote women in sports. It was funded by the National Lottery and featured no brand advertisements. The campaign aimed to close the gender gap, as 2 million fewer women aged 14-40 were participating in sports compared to men. Some women felt judged by men for participating in athletic activities. The advertisement features a woman of about 30 years old enjoying an energetic workout. She is smiling with sweat on her face and wearing casual activewear. The hashtag encourages women to keep pursuing sports regardless of others' judgments.

1. Tuesday 31st October 2017
This Girl Can
Learning objective:
 To be able to understand the purpose and context behind the advertisement.
 KEY WORDS
 Mediarepresentations- are the ways in which the media portrays particular groups,
communities,experiences,ideasortopics from a particular ideological orvalue of
perspective.
 Mantra:
 • Is a sloganrepeatedso many timesin one go
 • Frequentlytimesare made
 Dominant Ideology- the attitudes,beliefs,valuesandmorals shared with a majority of
people givenIn society
Thisgirl can – The Campaign:
 It was a national campaignlaunchedin2016
 DevelopedbysportEngland
 Fundedbythe National Lottery(noadvertisementsof anybrands)
___________
 There wasa gendergapbetweenmenandwomen
 2 millionfewerthan14-40 yearoldwomenwere doingsportwithmen
 Theyfeltthatthe menwere judgingthemwhendoingasportingactivity
 1.6 millionwomenhasbeenworkingfromthe advertisingwomentodomore
 Nike releasedtheirversiontoa more sophisticatedadvertwithanew version
What I am lookingfor
• Shottype
• Positioning
• SettingCostume
• Hair – makeup
• Performance
• Typography
• Language choice
• Hashtag
• Logo

2. KEY WORDS
Mediarepresentations- are the ways in which the media portrays particular groups,communities,
experiences,ideasortopicsfrom a particular ideological or value of perspective.
Mantra:
• Is a sloganrepeatedso many timesin one go
• Frequentlytimesare made
Dominant Ideology- the attitudes,beliefs,valuesandmorals shared with a majority of people
givenin society

3. Main image:
centred midshot – showing from the waist upwards fills the frame
Not a female celebrity but a woman in her 30s
Hair scrapedback in a scruffy pony tail
Sweaty, no or minimal makeup is being used
Work out/active wear – clashing colours
Eyes closedstraight smile
KEY WORDS
Mediarepresentations- are the ways inwhich the mediaportrays
particular groups, communities, experiences, ideas or topics froma
particular ideological or value of perspective.
Mantra:
• Is a sloganrepeatedsomany times inone go
• Frequently times are made
Dominant Ideology- the attitudes, beliefs, values andmorals shared
witha majority of people given insociety
Active position –aerobics/dance/Zumba?
There are other women near enoughin the same state but are blurred
out soyou can only see the womenin blue
The woman is enjoying herself (meaning that she loves working out)
She looks like that she wants to do morewithing the sportindustry (
meaning that shecould potentially become an athlete)
Wearing minimal earrings ( protecting herself from getting hurt
She doesn’tcare, shecan do this

4. Connotations of sweating, being a pig and a connotation of a fox
showing how the advertisement shows stereotypes.
ALWAYSUSE THE WORD MANTRA IN THE EXAM AS IT GIVESMORE POINTS.
Connotations of
sweating
>Disgusting
>Wetness
>Smelly
>Determination
Connotations of
being a pig
eating too much food
eating fatty foods
dirty
fat
lazy – doing nothing
strength
linked to women
Connotations of a
fox
Slyness
Attractiveness
Sexiness
Sassy
Transforming into something
different
Red hair

5. The hashtag leads you to social media
Don’t want womento give up and always carry on whoeveris judgingyou
KEY WORDS
Mediarepresentations- are the ways in which the media portrays particular groups, communities,
experiences,ideasortopicsfrom a particular ideological or value of perspective.
Mantra:
• Is a sloganrepeatedso many timesin one go
• Frequentlytimesare made
Dominant Ideology- the attitudes,beliefs,valuesandmorals shared with a majority of people
givenin society
Recap of the two theories:
 Male gaze theory:
Visual Pleasure and Narrative Cinema was an essay writtenby Laura Mulley.Anessay which
coinedthe term “Male Gaze” whichsoon wenton to become a very well know and discussed
theory. In film,the male gaze occurs whenthe audience isput intothe perspective ofa
heterosexual man.
 Vladimirpropp:
VladimirPropp'sCharacter Theory: Propp suggestedthat everynarrative has eightdifferent
character types,these character typesare: The villain— fightsthe heroin some way. The
dispatcher— character who makes the villain'sevil knownand sendsthe hero off.The (magical)
helper— helpsthe hero inthe quest.