Production Context:
Developed by: Sports England
Funded by: National lottery
Purpose: To encourage women to become more physically
active.
Social/Cultural Context (How is fits within society. What lead
them to make this advert in this way?):
Women in modern days have more control over their life,
there is a large gap between men and women who are
physically active (men being more active then women.) This
girl can is an attempt at trying to encourage women to get
out and become more physically active, without fear of
being judged (which is the main deterrent for women not
being active.)
Historical/Political Context:
Typically women wouldn’t want to be seen as anything
other then perfect (links to feeling judged) and men
wouldn’t want to see them as anything other then imperfect
(male gaze) too, this advert goes against the stereotype that
women have to be perfect.
Key Terms and Conventions: Stereotypes, connotes, denotes, signifier (denote),
signified (connote), encodes, decode, polysemic, anchorage, informative,
factual, opinionated, genre, formal language, intertextuality, code and
conventions.
Target Audience: Messages & Values (Ideology):
Demographic: B, C1, C2 D Key Message: That Women should be able to exercise without fear of
what they look like or what others think.
Gender: Women
Values: Female empowerment and body positivity
Psychographics: Mainstreemers, succeeders, Explorers, Strugglers, Reformers
Brand Name/Identity: This girl can
Appeal: To Women
Name of Ad & Date: This Girl Can MEDIA LANGUAGE
2016
Technical Codes: Visual Codes: Written Codes:
The photo taken of the woman makes her There are a lot of bright colours (they pop) It’s a good catch phrase as it sticks in
looks exhilarated as she has her arm up and and the woman has an exhilarated look on
is surrounded by lights, it shows that she is your head and encourages women to
her face, she looks happy and care free (no
happy with her current situation and that judgement) and she looks like she’s having not care what people think about
others can be too. Her arm is leading you to fun. Her hair is messy showing that she’s not them. It also goes against
her and everything leads you to the text too been photoshopped and that the photo is stereotypical views of women.
natural. The woman in the advert is not
being overly sexualised
Representation:
It’s representing a strike against other people’s opinion and stereotypes. It’s telling women not to worry about how they
look when they’re exercising, leading them to go against their fear of feeling judged. There’s no sexualization for the
gratification of male viewers (male gaze) this is an advert specifically aimed at women with all body types and all ages, it
includes and represents everyone.
Link to Theorists
Propp: Could be implying that the women is the hero for getting out and becoming physical. Implies that she’s the hero because she’s gotten out despite her fears of being judged,
she’s seeking something for herself, for her own gratification and satisfaction.
Laura Mulvey: The advert defeats the male gaze theory as this advert was made for women, to make them feel better about physical exercise. The woman isn’t being sexualized tor
the gratification of male viewers.
Uses and Gratifications: Focusses on personal relationship and personal identity, from this the women are getting that they can build on their personal identity, there’s a lifestyle
expression and social learning, there’s social interaction, social contact and building personal relationships.
Production Context: Target Audience: Messages & Values (Ideology):
Developed by: Mackintosh
Demographic: D,C2,C1 Key Message: That anyone can afford them and that they’re a good
company to buy from
Funded by: Nestle Gender: All Genders
Values: Affordable prices
Psychographics: Mainstreamers, Strugglers,
Purpose: To sell Quality Street chocolate boxes for an Brand Name/Identity: Makintosh/Quality Street
affordable price after WW2 Appeal: To people ages around 20-40, middle/lower class

Name of Ad & Date: Quality MEDIA LANGUAGE

Street 1950s
Social/Cultural Context: (How is fits within society. What lead Technical Codes:
them to make this advert in this way?)
Leading lines, everything is leading you
In the 1950’s gender stereotypes were that women should to the box of chocolates in the center of
stay home and look after the children and please the men, the page, the box is also placed in the
this is showing an idealistic life for family’s in the 1950’s center of the page in the middle of the
rule of thirds, the sweets on the side
are descending and lead you to the
other text on the side.
Visual Codes:
There are a lot of bright colours that
make the photos pop more and there
are variations of blue and purple, blue
and purple are typically Royal colours
so it really makes the ‘quality’ pop out,
the people in the poster look happy
and well off, its selling a false lifestyle.
Written Codes:
‘Delicious dilemma’ the alliteration
creates a catchy phrase and
‘delightfully different’ denotes that
that all the different flavours taste
just as good.

Representation

It’s representing the male as dominant and the women as submissive, in the 1950’s this was an appealing lifestyle to
most, women were expected to stay home and look after the children and do basic house chores, the women are shown
Historical/Political Context: as objects of male desire (Laura Mulvey) because they are being used to appeal men to this lifestyle. The chocolate is
represented as a luxury and the colors blue connote royalty and insinuate that it’s luxurious
WW2 had ended and the economy was just returning to
normal, in the 1930’s chocolate was expensive and seen as
something only for the wealthy, the tin was introduced in
the 1950’s along with the colorful wrappers.

Key Terms and Conventions: Link to Theorists

Propp: The man is represented as the hero and the two women and chocolate as his prize/ princess, it’s almost as if the two people in the frame are helpless.
Regency, chocolate, luxury, lifestyle, decodes, informative, opinionated,
Laura Mulvey: The women are kissing the man on either side of his cheek, the advert is selling this lifestyle, at this time women were mainly expected to be house
oppressive, formal language. wives and stay home, the tin is selling that oppressive lifestyle because it appealed to more people

Uses and Gratifications: Focuses on personal relationship and diversion, it focuses on personal relationship by showing the possible lifestyle that people could
have. It focuses on diversion by showing the prospect of arousal or relaxation etc.