Yr 12 Btec: Unit 15 Advertising Production

Moving Towards a Distinction for Learning Aim A

PART TWO – Advert Campaigns Aimed at Women

1. What is the name of the company/brand and the campaign? What year was the campaign
launched and what was its overall aim? how long did it last? Or Is the campaign part of an
ongoing initiative? Where were the print adverts distributed e.g. magazines, newspapers
billboards, bus stop stands, side of busses, online etc
The company name that runs the campaign, This Girl Can is called Sport England. Sport
England first launched this campaign in January 2015 with the intention to inspire women to
become more active, and it is still an ongoing campaign today. This campaign is distributed
to the target audience in many ways such as in magazines, billboards, and online.

2. Choose ONE of the following print adverts (delete the rest) and answer the following
questions:
 Please also refer to the additional How to analyse an advert worksheet for more
detailed guidance

Broken rule of
Key image thirds

Brand name

Slogan, short
memorable phrase

Typography

3. Identify and explain the target audience (demographics and psychographics) You have the
option to do this in the form of an audience profile.
Yr 12 Btec: Unit 15 Advertising Production

The target audience can be classed as being a demographic audience due to the print advert
being aimed at the female gender and it covers all the demographic categories. The print
advert also includes having a psychographic audience, for example this advert can be used to
encourage people who are classed as drop-outs to become committed to something such as
taking part of sport activities.

4. Label the codes and conventions on the print advert and explain how the advert has been
constructed to appeal to the audience – refer to the specific codes and conventions of print
advertising Donald Gunn’s advertising types, Logos, Ethos and pathos persuasive techniques
where relevant.
This print advert has used a slogan which is placed centrally on the key image, using a bold
typography, so that it stands out clearly and draws the readers attention. The slogan used is
supposed to encourage girls to do more masculine sports such as boxing, this is evident
where it tells the target audience that they can still be feminine and do feminine things such
as getting their nails done, whilst doing sports that can be viewed as being more masculine.
The slogan is also short making it more memorable for the target audience. This is supported
by the key image of the actor who is posed wearing boxing gloves and appears flustered
which helps to appeal to the demographic audience. The actor’s glove is in the centre of the
print advert, breaking the rule of thirds, and the slogan has cleverly been placed so that the
word glove is onto of the boxing glove. We can say that Donald Gunn’s symbolising the
problem has been used highlight that females can still be feminine when doing sports which
is one of the issues that females face, and the campaign is trying to encourage the target
audience to overcome.

5. Use the following links to analyse ONE video advert for the SPORT England/ lottery funded
THIS GIRL CAN advert campaign.
https://www.youtube.com/watch?v=kCdrJS1ojD8
The THIS GIRL CAN campaign is targeted at a female audience which includes all the
demographic categories this is highlighted in the advertisement clip where all the actors
used are females of all different demographic and physiographic categories. At the start of
the clip we see some female characters being introduced as them just starting their day and
getting ready, for example one actor we see who is laying down sluggishly gets up from the
sofa she is laying on. The rest of the clip we see many females being physically active and
taking place in sport activates making the clip pick up the pace, by doing this it keeps the
advertisement moving continuously and creates and encouraging atmosphere that makes
the target audience want to be active. Throughout the advertisement high key lighting is
additionally used to create a positive atmosphere as it ensures all the frames in the clip
stand out the target audience and it makes us associate the advertisement as something
positive that the audience should listen and act on. At the end of this advert the logo THIS
GIRL CAN is displayed so that the target audience knows what campaign this clip belongs too
and make it more memorable for the audience as it is the last thing they see from this
advertisement.

6. Explain how the video advert has been distributed to target the audience (e.g. online/tv etc)
This advert has been distributed in both print advertisement and online. This is a good way
to ensure that it reaches its target audience as it if for a wide variety of females. For example
the younger female generation would more likely see the online advertisements as they
have more online accessibility and would want to interact with it more then the older
Yr 12 Btec: Unit 15 Advertising Production

generations of females who would more likely see the print advertisements in a magazine
for example.

7. How has the video advert been constructed to appeal to the audience – refer to the specific
codes and conventions, technical codes ( camera, editing, mise en scene sound
(dialogue/music) Use of Special effects (SFX) / computer graphics ) Also refer to Donald
Gunn’s advertising types, Logos, Ethos and pathos persuasive techniques where relevant.
One way in which the video advert is constructed to appeal to the audience is by using
camera shots, for example mid-shots are frequently used though out the clip which are
shortly interrupted by close up shots from different viewpoints to create levels in the clip,
for example where the female actors are in the lockers they begin stamping their feet
together and the camera positions itself to under the benched showing a close up of their
feet. Doing this builds up motivation within the audience making them want to get active
which is what the campaign wants to invoke within the target audience. Shot reverse shot is
also used through out the clip to give the allusion that the scene is fast pace and it also helps
the audience to be able to keep up with the fast pace and making sure that the clip makes
sense to the target audience. Another way in which this clip is constructed to appeal to the
target audience is by using the pathos persuasive technique. This is highlighted through the
speaker Maya Angelou, who is someone famous that the audience knows, so by using her
the audience will allow themselves be persuaded by her and take in what she is saying. By
using Angelou as a speaker, it also builds up trust between the campaign and the audience
as they are using a speaker that the audience trusts so the audience will then identify this
campaign with the selected speaker.

8. How effective is the video advert in comparison to the print advert?

The video advert is more intriguing than the print advertisement because it is able to portray
what the campaign is more effectively as it allows the target audience to see what the
campaign wants to achieve by demonstrating people participating in the campaign, taking
part of sports activities. The print advertisement is effective because it uses memorable
slogans in which the target audience can relate to and it the campaign has multiple print
adverts which are different but are promoting the same thing. However, we can say that the
video advert is more effective than the print advert as the target audience more likely to
take away more information about the campaign even though the print advert is more eye-
catching.