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Representation
Challenging the dominant ideology by portraying in an positive manner.
Stereotypically women have been thought of as a weaker and less successful sex, especially in sport. This campaign
Historical/Political Context: challenges this by convincing women of their potential.
2015 Modern Day, Men and Women are at the most equal in The women is portrayed as happy and confident which may be challenging the sexism and male dominance in sport.
the Western world but women may still feel held back from The woman is shown as an aspirational role model for the observer, to drop their fear of judgement and enjoy sport.
the traditional values from yesteryear. Brand Name “This Girl Can” used to represent all females and plays on the stereotype that girls cannot play sport as the
context “You play like a girl” is often used.
Social/Cultural Context: (How is fits within society. What lead Technical Codes: Visual Codes: Written Codes:
1956
them to make this advert in this way?)
Fine art, decadence, and theatre are made available to the Hand drawn, artistic nature of design, Structure, halo effect around the man Strong typography forming bottom
masses from “Set People Free” campaign as arts and rich color palette of primary and and product takes central framing. third of poster, purple colour stands
entertainment are more affordable. secondary colors link to post-war Triangular geometric composition of out meaning wealth and
Gender roles 1950’s are different to present day, so consider consumerist culture. poster help secondary anchorage of distinguished.
the advert in this context. product. Rule of thirds.
Representation
Showing the gender roles in 1950’s, designed for working families as imagery aspirational of higher class of post war era
Historical/Political Context: Britain.
Characters used from Regency era. The era Britain went Stereotype of women for their need for chocolate and subservient body language to the dominant man, implying you
through a period of elegance and Fine Art and Architecture. need to be romantically led by a man.
Could be compared to 1950’s for its cultural and social Also a sense of manipulation with women distracting the man to access the sweets.
developments and developments in technology, fashion and Regency characters show typicaly strong feminine colours showing flesh for Miss Sweetly and formal uniform of Major
architecture with a population boom. Quality showing importance and power in the relationship.