Year 10 Media Studies Advertisement

Which company was responsible for developing the 'This Girl Can' campaign in conjunction with a wide range of partnership organisations?

What was the purpose of the 'This Girl Can' campaign?

• Breaking down the primary barrier holding women back from participating in sport – the fear of judgement

• Promoting the idea that women are better at sport than men

• Promoting the idea that women can be as physically active than men

• Increasing the sale of sportswear by extending audience reach to include a female demographic

Which government backed organisation funds the 'This Girl Can' campaign?

Are there any commercial aspects to the 'This Girl Can' campaign?

• Yes

• No

When researching for the 'This Girl Can' campaign, what reasons were discovered to explain why there was a gender gap when it came to sports participation?

• 13 million women said they would like to participate more in sport and physical activity.

• Just over 6 million women were not currently active at all.

• Fear of being judged was the number one barrier for most women who felt they were unable to participate in physical activity

• Women were found to be worse at sports than men

• Women were not interested in participating in sporting activities

What were the outcomes of the 'This Girl Can' campaign?

• 1.6m women more started exercising

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

• Nike released a more motivational campaign called “Better for it” which also portrayed a more ‘real’ side to fitness.

• Fewer women participated in sports than before

• The sale of sportswear increased

How does the central image of the 'This Girl Can' set poster help create meaning for the target audience?

• The lack of celebrity means that the woman in the advert feels familiar.

• Female is in mid-30s allowing it to target women of all ages

• The female has an ordinary hairstyle and clothing which allows for audience empathy

• The female a celebrity that audience will recognise

• The female is fashionably dressed and made up to create a role model for the audience

How does the main image conform with Propp's character theory?

• Dominance of image suggests she is the protagonist of this narrative, the ‘hero’

• She is heroic because she is embracing sport

• She doesn’t appear to care what anyone thinks and has shed any inhibitions

• She is a positioned as a 'princess' - a prize that to reward at the end of a quest

• She is a false hero who is trying to success, but fails

How does the 'This Girl Can' set text create meaning through text?

• The campaign has taken a derogatory comment, “sweating like a pig” and turned it into something more positive.

• The slogan takes what is historically considered 'ladylike' by suggest that sweating will make you feel better

• Brand logo, “This Girl Can” is a very positive statement with connotations of determination.

• If you were unaware of this campaign, the limited text would act like an enigma code

• The bold typography catches audiences attention

How do advertisements like 'This Girl Can' encourage audience participation when spreading its message?

• By using enigma code

• By using Propps character theory

• By using an interesting layout and design

• By using a recognisable celebrity with star power

• By including social media links and hashtage