Production Context: Target Audience: Messages & Values (Ideology):

Developed by Key Message?

Sport England Demographic? Women of all shapes, sizes, age, or ethnicity shouldn’t be judged on
Anyone how they exercise and should not feel ashamed when doing so
Funded by Gender?
National Lottery Female Values?
Psychographics? That all women should be happy with themselves and be healthy
Purpose: Explorers, Strugglers, Reformers, Succeeders while doing so.
Promote exercise and fitness among women Appeal: Women who aren’t confident in exercise.
Brand Name/Identity? This Girl Can

Name of Ad & Date: MEDIA LANGUAGE

”Sweating like a pig, feeling like a Visual Codes: Written Codes:
Social/Cultural Context: (How is fits within society. What lead Technical Codes:
fox.” 2015
them to make this advert in this way?)
The camera work is a medium shot, showing the The woman is being shined in a reddish light, The bold text ”Sweating like a pig, feeling like a
Women are statistically less active than men, with 2 million which could mean confidence and physical. fox” means that yes they be sweating like an
women in detail and shows the background as
fewer women being physically active, however 75% want to well. Connotating the idea that this advert will animal but they do feel great and swift like the
do more. Sport England found out that women are found to encourage that behavior. fox. Connotating the idea that it is amazing to
exercise.
have the fear of judgment from exercising. Their goal is to
give confidence to women to do more sport with these
adverts.

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.

Key Terms and Conventions: Link to Theorists

Representation, Ideology, Protagonist Propp?
The focus on women could be posed as the hero seeking to embrace the sport she is participating in..
Laura Mulvey?
Opposes the theory by showing many types of women as the main focus of the advert.
Uses and Gratifications?
To do with Personal Identity, such as Value Reinforcement, Lifestyle Expression, and Identity formation.
Production Context: Target Audience: Messages & Values (Ideology):
Developed by Key Message?
Quality Street Demographic? Anyone can have a luxurious life of the upper middle class if you buy
Lower Middle Class, Skilled Working Class, Working Class this product
Funded by Harold Mackintosh Gender?
Male Values?
Psychographics?
Purpose: Advertise Quality Street chocolate for the masses
creating a recognizable brand and aspirational characters Appeals to Aspirers, Mainstreamers, and Strugglers
Brand Name/Identity?
Quality Street with Miss Sweetly and Major Quality

Name of Ad & Date: MEDIA LANGUAGE

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

Historical/Political Context:
Characters used from Regency era. The era Britain went
through a period of elegance and Fine Art and Architecture.
Could be compared to 1950’s for its cultural and social
developments and developments in technology, fashion and
architecture with a population boom.
Showing the gender roles in 1950’s, designed for working families as imagery aspirational of higher class of post war era
Britain.
Stereotype of women for their need for chocolate and subservient body language to the dominant man, implying you
need to be romantically led by a man.
Also a sense of manipulation with women distracting the man to access the sweets.
Regency characters show typicaly strong feminine colours showing flesh for Miss Sweetly and formal uniform of Major
Quality showing importance and power in the relationship.

Key Terms and Conventions: Link to Theorists

Propp?
Male hero choosing between two damsels in distress.
Laura Mulvey?
The male character anchors audience’s eyes to the product with phallic symbolism.
Uses and Gratifications?
Personal Identity, Lifestyle Expression, Value Reinforcement, Cultural Satisfaction