GCSE Advertisement Language

Title: This Girl Can Media Language

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Do Now:

Explain how social context inform our understanding of the This Girl Can advertisement. [5 marks]

Prompts
1. What was happening in society at the time regarding women and sport?

2. What barriers were identified that stopped women from participating in sport?

3. How does the advert reflect changing attitudes towards female empowerment and body positivity?

4. How does the campaign challenge traditional representations of women in advertising and media?

Title: This Girl Can Media Language

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1) "The advert responds to Sport England’s research showing that fear of judgement was the biggest barrier preventing women from participating in sport."

2) "In the 2010s, social movements promoting body positivity and female empowerment influenced how campaigns like This Girl Can portrayed women."

3) "By showing an ordinary, sweaty woman exercising, the campaign challenges the traditional media stereotype that women must look glamorous when doing physical activity."

4) "The non-commercial funding from the National Lottery and government body Sport England suggests that the campaign’s purpose was to improve public health, not to sell a product."

5) "Understanding the gender gap in sports participation at the time (with two million fewer women than men involved) helps explain why the advert presents sport as inclusive and judgement-free."

WOTL: Enigma Code

​​Write down the WOTL, its definition, and your own example sentence that uses it.

Definition
Barthes' enigma code suggests that texts create mystery by posing questions or withholding information, encouraging the audience to keep reading or watching to find answers

​Example sentence
The This Girl Can advert uses Barthes' enigma code by showing an ordinary woman without explaining who she is, making the audience curious to learn more about her story and the campaign.

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Lesson Objectives

1) Do Now
2) Practice Question Topics
3) Exam Question Practice

Practice Question Topics

Tuesday

1) Newspaper Audience
2) Advertisement Language
3) Film Marketing Industry
4) Newspaper Language

Wednesday

1) Newspaper Representation
2) Magazine Representation
3) Advertisement Representation
4) Film Marketing Representation

Retrieval

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Multiple Select

What was the outcome of the This Girl Can campaign

• 1.6 million women started exercising

• The number of women playing sport and being active is increased faster than the number of men

• Nike released a more motivational campaign

• The number of men playing sport and being active is increased faster than the number of women

Fill in the Blanks

According Sport England, what was the number one barrier preventing women from participating in sport?

Multiple Select

What did Sports England discover that led to them starting the This Girl Can campaign?

• There was a gender gap in sports participation

• There was an age gap in sports participation

• Fewer women were participating is sports compared to men

• Fewer men were participating is sports compared to women

Multiple Choice

What type of advertisement campaign is This Girl Can?

• Commercial

• Ideological

• Recruitment

Multiple Choice

Who is the target demographic of the This Girl Can campaign??

• Men

• Women

Fill in the Blanks

Who funded the This Girl Can campaign?

Fill in the Blanks

Who devleoped the This Girl Can campaign?

Multiple Choice

What does media consumption describe?

• The process of taking in media

• Media about eating of food

• A media related illness

• The technology used by media

Multiple Choice

What is a denotation?

• The literal meaning of a sign

• The deeper meaning of a sign to an audience

Multiple Choice

What is a connotation?

• The literal meaning of a sign

• The deeper meaning of a sign to an audience

Multiple Select

What terms best describe the This Girl Can's main image?

• Central

• Striking

• Intriguing

• Encouraging

• Glamorous

Multiple Choice

What type of shot is used?

• Close up

• Mid Shot

• Long Shot

Multiple Select

How does the advertisement not present the woman?

• celebrity

• sporting legend

• athletic goddess

• an ordinary woman

Multiple Select

How does the advertisement present the woman?

• celebrity

• sporting legend

• athletic goddess

• an ordinary woman

Fill in the Blanks

What term best describes the phrase 'sweating like a pig'

Fill in the Blanks

What term best describes This Girl Can's the phrase 'feeling like a fox'

Fill in the Blanks

Term that describes media that create a mystery

Fill in the Blanks

Key element used by This Girl Can to create social cohesion

Match

Match the following for how This Girl Can advertisement uses text

• Derogatory term

• Irony

• Challenging Historical Context

• Social Cohesion

• Limited Text

Sweating like a pig

Feeling like a fox

'un-ladylike' to sweat

#ThisGirlCan

Enigma Code

• Sweating like a pig

• Feeling like a fox

• 'un-ladylike' to sweat

• #ThisGirlCan

• Enigma Code

Labeling

Link the analysis to the image

Drag labels to their correct position on the image

Female characters dressed like sweets

Framed as patriarchal hero

Intertextual links

Golden halo connotations

Categorize

Options (6)

Formal

Casual

Professional

Working class

High Class

Matches the sweet wrappers

Categorise the terms that describe the male and female character's costumes in the advertisement

Male

Female

Multiple Choice

What type of layout does the Quality Street advert use to focus audience's attention onto the product

• Circular

• Square

• Rectangular

• Triangular

Fill in the Blanks

What effect does the gold frame create around the man?

Match

Match the following

• Mascot Characters

• Regency Period

• Post war period

• Set the People Free campaign

Miss Sweetly and Major Quality

High culture, art and decadence

1950s

The Conservative Party

• Miss Sweetly and Major Quality

• High culture, art and decadence

• 1950s

• The Conservative Party

Dropdown

The ​

Select answer

were a post war period where the ​

Select answer

launched the '​

Select answer

' campaign. The campaign's goal was to make ​ high culture ​

Select answer

to working class. This explains the ​

Select answer

design of the Quality Street advertisement.

Multiple Choice

What is the purpose of Quality Street advertisement

• Ideological

• Commercial

• Recruitment

This Girl Can

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Media Language Questions

• You analyse how layout, images, text, colour, and font choices create meaning in a print product (e.g., This Girl Can advert, The Guardian front page).

• You need to explain clearly using media terms (like denotation, connotation, anchorage) and sometimes link to a theory (like Barthes’ enigma codes or Levi-Strauss’ oppositions).

• Your answer must be well-structured, use examples from the set product, and show how the design makes the audience think, feel, or respond.

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Exam Question 1

How does the imagery create meaning? [5 marks]

What the question is asking:

It is asking you to analyse the visual elements of the text (the main image, facial expressions, body language, clothing, colour, positioning, etc.) and explain how these features communicate messages, feelings, ideas, or attitudes to the audience.

Exam Question 1

Prompt questions:

What can you see in the image (body language, facial expression, clothing)?

What mood or feeling does the image create?

How does the person (or people) look relatable, inspirational, or different from traditional adverts?

What stereotypes are reinforced or challenged through the imagery?

How does the central figure's presentation influence the audience's reaction?

Useful Theories

Propp’s Character Theory: Is there a "hero" figure who overcomes a challenge (like fear of judgement)?

Barthes' Enigma Code: Does the image/text create mystery or curiosity (like making you wonder who the woman is or what her story might be)?

Levi-Strauss' Binary Opposition:Can you spot two opposites (like "real" vs "perfect" bodies) being shown to create meaning?

Exam Question 1

• The advert’s use of an ordinary woman visibly sweating creates meaning (Point), as shown by her unfiltered appearance and relaxed posture (Evidence), challenging stereotypes and celebrating real female participation in sport, linking to Levi-Strauss' binary oppositions of "real" vs "ideal" (Explain).

• Imagery creates meaning by focusing on a woman who looks confident and happy despite sweating (Point), demonstrated through her open body language and casual clothing (Evidence), which encourages audiences to see strength and beauty in imperfection (Explain).

• The choice to show sweat and flushed skin creates meaning (Point), evidenced by the visible, unedited details of physical exertion (Evidence), which presents a raw, authentic image of exercise rather than a glamourised version (Explain).

• Meaning is created through the relatable imagery of the woman mid-exercise (Point), shown by her natural hair and non-posed stance (Evidence), supporting the campaign's message that all women, not just elite athletes, can enjoy sport (Explain).

• The imagery creates meaning by rejecting polished, unrealistic beauty standards (Point), with the woman's sweaty, determined expression visible in the advert (Evidence), celebrating perseverance and self-acceptance rather than perfection (Explain).

Exam Question 2

How does the text create meaning? [5 marks]

What the question is asking:

It is asking you to analyse the written language (slogan, hashtags, captions) and explain how these words or phrases reinforce the campaign’s message, attitudes, and purpose.

Exam Question 2

Prompt questions:

What slogans or captions are used and what do they suggest?

How is the language persuasive or empowering?

Does the text challenge traditional expectations or ideas?

How does the hashtag encourage audience participation?

How does the brand name (“This Girl Can”) create identity or unity?

Useful Theories to Apply:

Barthes' Enigma Code: Does the phrase “This Girl Can” make the audience curious about who she is and what she stands for?

Levi-Strauss' Binary Opposition Does the text show two opposite ideas (like “sweating like a pig” vs “feeling like a fox”) to create meaning?

Propp’s Character Theory: Does the text show the woman as a "hero" overcoming challenges or fighting against society’s expectations?

Exam Question 2

• The slogan “Sweating like a pig, feeling like a fox” creates meaning (Point), because it uses humorous contrast to reframe sweating as a source of pride (Evidence), helping to position women as strong and confident, linking to Propp’s idea of the 'hero' overcoming obstacles (Explain).

• Text creates meaning through empowering language (Point), such as the direct, bold statement “This Girl Can” (Evidence), which sends a clear message that women are capable and deserving of celebration (Explain).

• The campaign’s text creates meaning by challenging negative stereotypes (Point), evidenced in how it turns a traditionally embarrassing idea (sweating) into something positive (Evidence), showing that confidence comes from achievement, not appearance (Explain).

• Meaning is created through the use of short, punchy phrases (Point), like “This Girl Can,” (Evidence), which presents sport as accessible, breaking down barriers for ordinary women (Explain).

• The playful use of animal imagery (“pig” and “fox”) in the slogan creates meaning (Point), because it humorously acknowledges insecurity while turning it into empowerment (Evidence), positioning women as active participants in their own success stories (Explain).

Exam Question 2

How does the layout and design create meaning? [5 marks]

What the question is asking:

It is asking you to analyse the organisation and presentation of the elements (positioning of the text, size of the image, use of space, colour, logos) and explain how this influences the audience's understanding and emotional response.

Exam Question 3

Prompt questions:

Where is the main image placed and why?

How is the text positioned and what effect does this create?

Why are the logos small and placed at the edges?

How does the hashtag placement encourage interaction?

How does the lack of glamour in the layout support the campaign's "real women" message?

Useful Theories:

Barthes' Enigma Code: Does the simple design and limited text make the audience curious and want to find out more?

Levi-Strauss' Binary Opposition: Does the layout contrast real, raw imagery with the polished look of typical sport adverts?

Propp’s Character Theory: Is the main figure placed centrally to show she is the ‘hero’ leading the story visually?

Exam Question 3

• Layout creates meaning by placing the woman in the centre of the frame (Point), demonstrated by her dominating the image with minimal background distractions (Evidence), making her the clear focus and aligning with Barthes’ enigma code to invite curiosity about her story (Explain).

• Meaning is created through the use of sparse design (Point), where only essential text appears across the image (Evidence), which keeps attention on the human subject and supports the real, raw tone of the campaign (Explain).

• The choice to make the logos small and the hashtag prominent creates meaning (Point), shown by how corporate branding is minimised while #thisgirlcan is easy to see (Evidence), encouraging audience interaction and focusing on community over commerce (Explain).

• Layout creates meaning by layering text across the woman’s body (Point), clearly visible in the way the slogan is placed directly over her torso (Evidence), blending visual and verbal codes to emphasise empowerment and ownership of her body (Explain).

• The clean, uncluttered background creates meaning (Point), because it isolates the subject visually (Evidence), highlighting her physical and emotional journey and making the viewer focus purely on her achievement (Explain).

Quality Street

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Exam Question 4

How does the imagery create meaning? [5 marks]

✅ What the question is asking:

You need to analyse what is shown visually in the image (characters, facial expressions, clothing, body language, setting, props) and explain how these elements create messages about values, gender, class, and aspiration in 1950s Britain.

❓ Prompt Questions:

1) What are the characters wearing, and what does this suggest about their class or roles?

2) How are the women posed, and what meanings are created by their body language and facial expressions?

3) What does the use of the product (tin of chocolates) as a central visual symbol suggest?

🧠 Theory Prompt Question — Propp’s Character Theory:

Can you spot a “hero” figure or a narrative role (like damsel or helper) being shown through the characters' poses and interactions?

Exam Question 5

• (Point) The central male figure creates a sense of control and importance, (Evidence) as he is placed in the centre of the image wearing a formal suit, (Explain) which reflects traditional 1950s gender roles where men were seen as dominant decision-makers.

• (Point) The women’s imagery communicates romantic and subservient roles, (Evidence) as both women gaze up at the man while reaching toward the chocolates in his lap, (Explain) reinforcing stereotypes of women as desiring sweetness and male approval.

• (Point) The clothing of the characters symbolises different social classes, (Evidence) with the women dressed like the colourful sweets and the gold-framed characters in formal Regency attire, (Explain) creating aspirational meaning that links the product to elegance and tradition.

• (Point) The gold-framed image at the back of the advert creates historical depth, (Evidence) as it features Major Quality and Miss Sweetly in Regency dress, (Explain) connecting the product to heritage and class through intertextual references.

• (Point) The sweets themselves are used as visual metaphors, (Evidence) with their close-up placement beside the women in matching colours, (Explain) suggesting that women are as tempting and desirable as the chocolates, playing into gendered expectations.

Exam Question 5

How does the text create meaning? [5 marks]

✅ What the question is asking:

You need to analyse the written language (product name, slogans, fonts, colours, and style) and explain how these elements create persuasive messages, reinforce brand identity, and reflect social context.

❓ Prompt Questions:

1) What words or phrases are used, and how do they sound (formal/informal, persuasive, aspirational)?

2) What does the font style (serif, size, boldness) suggest about the brand?

3) How does the colour of the text link to the overall design and mood of the advert?

🧠 Theory Prompt Question — Barthes’ Enigma Code:

Does the text make the audience ask questions or become curious about the product or characters?

Exam Question 6

1. (Point) The text uses emotive and aspirational language to elevate the product, (Evidence) seen in phrases like “delightful assortment” or “made to remember”, (Explain) which appeal to consumers’ desires for luxury and memorability in post-rationing 1950s Britain.

2. (Point) Superlative language is used to promote product quality, (Evidence) with phrases like “the finest selection” or “the most delicious”, (Explain) suggesting Quality Street offers the best experience available, reinforcing class and status appeal.

3. (Point) The brand name itself carries meaning, (Evidence) as “Quality Street” implies both luxury and a familiar, neighbourly location, (Explain) creating a comforting yet aspirational message that targets working families.

4. (Point) Alliteration enhances the memorability of the product, (Evidence) as seen in repeated “s” or “d” sounds in product descriptions, (Explain) making the advert more catchy and engaging for readers.

5. (Point) The advert’s language creates a narrative of romance and temptation, (Evidence) through suggestive phrases about “sharing the moment” or “irresistible indulgence”, (Explain) connecting the product to pleasure and relationships, especially aimed at female consumers.

Exam Question 6

How does the text create meaning? [5 marks]

✅ What the question is asking:

You must explore how the advert is arranged visually – including composition, use of space, framing, colours, and the relationship between image and text – to create messages about class, tradition, and desire.

❓ Prompt Questions:

Where are the characters and product placed, and why might that matter?

How do the gold frame and Regency-era characters affect the way we see the product?

What shape or structure does the advert follow (e.g. triangle composition), and what is the effect?

🧠 Theory Prompt Question — Levi-Strauss' Binary Opposition:

Does the design show any contrasts (e.g. old vs new, upper class vs working class) to create meaning?

Exam Question 7

1. (Point) The triangular composition draws the eye to the product at the centre, (Evidence) with the man's body forming the top point and the women forming the base, (Explain) making the tin of chocolates the visual and symbolic focus of the advert.

2. (Point) The gold frame in the background adds prestige and historic weight, (Evidence) by evoking the Regency era and featuring iconic brand characters, (Explain) which aligns the product with sophistication and high culture.

3. (Point) The layout visually positions the man as the decision-maker, (Evidence) placing him above both women and the product, (Explain) reinforcing patriarchal ideas of male authority and consumer control in the 1950s.

4. (Point) The composition links past and present visually, (Evidence) by placing the modern figures in front of the framed historic scene, (Explain) blending tradition with modern marketing to appeal to a post-war audience seeking both nostalgia and progress.

5. (Point) The design contrasts the modern, coloured characters with the sepia-toned background, (Evidence) highlighting the difference between the living present and the idealised past, (Explain) which supports Levi-Strauss' binary opposition of old vs new to create layered meaning.

End of Lesson

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