This Girl Can - Print Ad Flashcards
Key points about the This Girl Can advert
The advert is backed by…
Sports England: a government body
Funded by
The National Lottery
Image to Text Ratio -
The ad is much more reliant on the effect of the image rather than a written message to convey meaning.
The campaign seeks to target/celebrate…
Women who have been discouraged or embarassed to take part in physical activity and celebrates that no matter how red or sweaty you get, no matter what shape or size your body is, you should have fun and enjoy yourself doing sports and excersising.
By using an ordinary woman rather than a celebrity or sports-woman…
The campaign pursues the idea that sport is for everyone, and wants to include ordinary women who may not typically associate themselves with sports too. If the woman in the poster can do it, so can they. Plus, breaks down beauty ideals as many celebrities typically showcase their slim, athletic bodies, with perfect makeup and hair, and this defies the purpose of the campaign.
Mid-shot of a woman exersising
Takes importance away from the background, and completely focuses on her, proving that she is only concerned about herself and feels judgement-free and careless.
Makeup and Costume
The female in the image has her hair scrapped up in a ponytail , she is sweating and her clothes are not what society would consider trendy or fashionable. For all these reasons, there is a sense that you know someone like her, or in fact, you are her.
Mantra, ‘derogatory comment’ ‘positive’
Even though sweating like a pig has negative connotations, in this context the advert has turned the meaning into something more… she’s sweating because she’s doing something good for herself, she’s healthy and happy… and therefore she FEELS LIKE A FOX.
Vladmir Propp
The dominance of the woman in the image suggests that she is the hero of the narrative.
What makes her heroic?
She is a role-model to all women that this ad targets - she looks just like them, and perhaps leads a life like them too, yet she manages to overcome any fears of judgement, any self-doubt or self-conscienceness and does whatever she wants…she’s free.
Brand Logo
Reinforces the purpose of the advert and convinces women that if they try in sport they can succeed.
Limited Text and Out of Context Image
This could act as an enigma code and inspire interest.
thisgirlcan
Works to promote their social media as well as create a sense of community.
The fact that the background is blurred further highlights the fact that the lady is…
unconcerned about what others see as she is lost in the moment.
Girl’ is usually associated with younger females
Girl’ is usually associated with younger females… but really here it is showing that no matter your age you can feel young and active and beautiful, as well as embrace your more fun and careless side like a teenager or young woman, breaking down ageist stereotypes as well as encouraging the women.
