This Girl Can Flashcards
How many fewer 14-40 year old women participate in sport compared to men?
2 million
How many more women would like to participate in sport more often?
13 million
How many women are not active at all?
6 million
What is the hold back?
Fear of judgement
How many more women participated in sport after the campaign?
1.6 million
Who did this then inspire to change their advertising strategies?
Nike - “Better for it”
Who is this national campaign by?
Sports England
Does the advert make money?
No, it is non-commercial
What is the campaigns aim?
To break down the barriers holding women back from participating in sport mainly due to the fear of judgement.
Who is the campaign funded by and supported by?
Funded by National Lottery and supported by a Government Body, Sports England.
How is the poster laid-out?
There is a lady present who seems to be having a good time without a care for who is there. There is a slogan in a bold, white, serif font that states “Sweating like a pig, feeling like a fox.”. The woman appears to be wearing a blue top and the background is blurred.
When was the poster made?
2016
Media Representation
We can see ourselves, in the woman exercising.
Subverts the stereotype of what it means to be a woman: weak, maintain being pretty all the time. Instead it promotes that women are confident, independent and bright.
An ordinary woman has been photographed meaning it can appeal to a wider audience.
Inclusive due to being ordinary women so will have slight imperfections but still are accepted.
This girl can appeals to women of any age therefore suggesting that women are becoming a team.
Media Language
Written text:
The slogan is a simile.
“pig” - unflattering, obese, dirty (trying to rid worries of how we look in order for women especially to enjoy the moment.)
“fox” - fast, agile, carefree, sassy, sly, empowering.
An attempt to re-purpose language because in the past it was frowned upon for women to sweat.
The text occupies a large central space in order to draw our attention to the campaign in order to promote it rather than the woman.
A central striking image to attract an audience, a mid-shot of a woman in perhaps her 30s exercising for herself not any one else.
Not a celebrity therefore creates a safe space for women and targets ordinary women.
The women is dressed quite casually suggesting it doesn’t require expensive equipment and visibly sweating emphasising that she is not worried about judgement of others and that we shouldn’t be either.
The woman could possibly be the “hero” due to being the central focus of the image - dominant.
Blurred background suggests a carefree nature and that she is also not judging anyone but living in the moment.
The hashtag invites us to look at their social media in order to connect with other women and create social cohesion.
