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This Girl Can Revision - Coggle Diagram
This Girl Can Revision
BACKGROUND CONTEXT
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purposes of the campaign is to break down the primary barrier holding women back from participating in sport-the fear of judgement
the campaign seeks to target and celebrate "active women who are doing their thing, whatever that may be, no matter how well they do it, no matter how they look or even how red their face gets"
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MEDIA LANGUAGE
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across the image is what the campaign calls a mantra "sweating like a pig, feeling like a fox"
the campaign has taken a derogatory comment "sweating like a pig" and turned it into something more positive.
historically, it was considered un-ladylike to break into a sweat and for many women this is still the case
they don't want to be seen sweating as it makes them red in the face, ruins their makeup and makes them feel unattractive
however, the mantra turns this on its head and suggests that by working out, you are becoming healthier and therefore you will become more attractive-"like a fox" - a fox being a young, beautiful lady
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RESPRESENTATION
campaign's agenda is to encourage women to participate in physical activities by challenging the dominant ideology. In order to do this the campaign portrays women extremely positively
stereotypically, women have been thought of as the weaker sex where sport is concerned however this campaign is looking to challenge these stereotypes and convince them of their potential
the female in this advertisement is represented positively as an independant, confident and happy woman. There is clear focus on her face showing an expression of enjoyment and fun
by selecting this image the producers are seeking to challenge the sexism and male dominance in sport
the processes of selection and production have been carefully managed. This advert has a certain "rawness" to it focusing on "real" women
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the brand name "this girl can" uses the noun "girl" as an all-encompassing term. It is used to represent and target the female population and make them feel included, a team, a united front
when used in the context of sport "girl" can be thought of as having some negative connotations eg "throw like a girl" (a simile used to mock someone who cannot throw)
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although "girl" is usually associated with younger females so perhaps women over a certain age might feel disconnected from this campaign