media language Flashcards
social + cultural contexts: why did sport england carried out a lot of research?
to figure out why there was such a big
gender gap in sports participation
social + cultural contexts: what did sport England discovered in their research?
two million fewer 14-40
year old women than men partake in sport regularly and they wanted to understand why
social + cultural contexts:
1. what did 13m women said they would like to do?
2. over 6m out of 13m are currently not doing?
3. what was the number one barrier for most women?
- participate more in sport and physical activity
- 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
social + cultural contexts: how many women have stated exercising as a result of the campaign
1.6 million
number of women playing sport and being active is increasing faster than the number of men
social + cultural contexts: what did Nike released soon after the launch of the “this girl can”
released a more motivational campaign called “Better for it” which also portrayed a more ‘real’ side to fitness
consider what a central, striking image encourages?
the reader to become intrigued to find out more about the advert
consider how a mid-shot of a woman in her thirties, exercising influences meaning?
Unlike many advertising campaigns, this female is not a celebrity
how is the campaign able to target ordinary women of all ages?
purposefully avoiding using a sporting legend or an athletic goddess
so it encouraging them to take part in sport and showing them that they can achieve
consider how the lack of celebrity influence meaning
means that the woman in the advert feels familiar
as her hair scraped up into a ponytail, she is sweating a lot
clothes are not what society would consider fashionable
there is a sense that you know someone like her or, in fact, you are her
consider what the dominance of this image suggests
protagonist of this narrative, the ‘hero’ according to Vladimir Propp’s character theory
why is she heroic?
she is embracing sport; she doesn’t appear to care what anyone thinks and has shed any inhibitions
how is she an inspiration to other women?
it is obvious from her facial expression that she is really enjoying herself and is completely lost in the moment
what is the mantra across the image?
“Sweating like a pig, feeling like a fox.”
what has the campaign taken a derogatory comment for?
taken a derogatory comment, “sweating like a pig” and turned it into something more positive
what was considered un-ladylike historically?
to break into a sweat and, for many women, it is still the case.
don’t want to be seen sweating as it makes them red in the face, ruins their make-up and makes them feel unattractive.
what does the mantra perhaps suggest?
by working out, you are becoming healthier and therefore will become more attractive, “like a fox” - a fox being a young, beautiful lady.
what is it towards the bottom but still central?
the name of the campaign, or brand logo, “This Girl Can”
what is “this girl can” considered as?
a very positive statement with connotations of determination
what is “this girl can”used to reinforce the idea of?
that all women should exercise and also to convince them that if they try they can succeed in sport
what would act like an enigma code?
if you were unaware of this campaign
+ the limited text and unusual image
why is this advert an enigma code for the audience?
we want to find out who this character is and what the advert means by, “This Girl Can”
who created the enigma code?
Roland Barthes
where is the hashtag “#thisgirlcan” located?
In the top left hand corner of the advert
what does the hashtag connect readers to?
to the campaign’s social media pages, should they wish to follow it or find out more
who are the producers of the campaign as there are logos for them?
Sport England
Lottery
why are the logos for the producers much smaller and tucked away?
detract from the visuals
what does the use of hashtag hopefully do?
connect women with like-minded others and bring a sense of social cohesion
what does it allow the print campaign to take readers to do?
take readers to the complete YouTube advert, allowing them to understand the campaign and see more positive representations of women enjoying sport
