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

Developed by Non stereotypical women. Key Message?

Support England Demographic? To tell women, they should do what they want with their body to stay
Middle class, lower middle class, skilled working class, working class healthy without caring if your being judged. And to be confident.
Funded by Gender? Values?
National lottery. Females Women
Psychographics? Confidence
The resigned, performers, and strugglers. Brand Name/Identity?
Purpose:
This Girl Can.
To show women that they can do anything and to feel not Appeal:
judged so they can have the power to be who they want. All women, of all sizes, of all ethnicities, different ages, different classes
Name of Ad & Date:
This Girl Can MEDIA LANGUAGE
2016
Social/Cultural Context: (How is fits within society. What lead Technical Codes: Visual Codes: Written Codes:
them to make this advert in this way?) • The women not being fully in • Lighting is bright and not dark. • Text is in the middle and covering
This fits today’s society because, as life goes on, the male frame can suggest that she's Could suggest that the activity is most of the picture so it’s the first
gaze continues and sometimes gets worse in some moving around. making her happy and giving pride thing what takes peoples
situations. For example, some women get catcalled in the • The text is in the middle and is in herself. attention.
streets and feel extremely sexualized. This can make women symmetrical. • Can clearly see that she is • It is symmetrical and is in a similar
feel like they are worthless and only seen as an object which • Taken in portrait so you can see sweating and working hard font to all the other
can be taken an advantage of. This makes them feel what she's wearing and how she • Her clothes are stereotypically gym posters/advertisements they (this
shameful of how they look and act. And that they don’t want looks. clothes. girl can) have.
to be seen in that type of way again. Therefore, this advert is
Representation
showing women, that no matter what, you should go out
Representing feminism and women standing up for themselves and showing that they can have fun and be themselves
and express your body because its beautiful.
whilst exercising. It is also representing the fact that women should be able to feel like they can go outside to go and
Historical/Political Context: exercise whilst feeling like themselves and showing that that each women should be confident no matter what shape or
• Women used to be typically stereotyped as housewife's.. size their body is. Women are represented as powerful and loving of their own bodies.
People who cook, clean and look the children.

• Women were not usually seen as people to do sports and Female empowerment.
enjoy it.

Link to Theorists
Key Terms and Conventions:
Propp?
Morphology of the folk tale. It doesn’t stereotype the characters of life. However it represents women as the hero.
This girl can
Laura Mulvey?
Sweating like a pig, feeling like a fox
The male gaze. To show they can do without being sexualized and always having to look "good”
Uses and Gratifications?
Production Context: Target Audience: Messages & Values (Ideology):
Developed by People who like chocolate Key Message?
Mackintosh Demographic? To tell people, they should try new chocolate and enjoy it. And to
Upper middle class, middle class also help let other people know about they chocolate so they can
Funded by Gender? see how nice it is. (it gathers customers) (more money)
Mackintosh All genders Values?
Psychographics? More enjoyment
Purpose: Resigned, reformers, explorers. Have nice food.
To advertise the chocolate to the wealthier people whilst Appeal:
living in the famine due to world war II All people who love chocolate. No differences between one another. Equal/fair. Brand Name/Identity?
Mackintosh's quality street

Name of Ad & Date: MEDIA LANGUAGE

Mackintosh’s quality street Visual Codes: Written Codes:
Technical Codes:
1956 »  gold frame – connotations of a halo Typography is strong, forming the bottom The text is written at the bottom
Social/Cultural Context: (How is fits within society. What lead third
effect around the man and the product mostly on the right. However, some
them to make this advert in this way?) of the poster, and the strong purple
»  typical triangular geometric text Is placed on the left next to the
Gender roles in the 1950s were different to the present day and colour stands out to draw the consumers’
composition of the poster to help sweets. The text here is just naming
it is important to consider the advertisement in this context. eyes to the name.
secondary anchorage of the product the flavor of the chocolate, but the
The product itself was designed and planned Hand-drawn, artistic nature of the
»  product takes central framing. text on the right are just key phrases
for working families and the imagery is of a higher class which design, with a rich colour palette of
links to the post- war era in Britain. Much of the branding primary and secondary colours, links to trying to persuade people to buy it.
indicates that the product was symbolic of elegance and for the the post-war consumerist culture.
man of the house. The images below show women with their
eyes not providing an address to the audience. Representation
Representing a1 and b class people enjoying chocolate. The chocolate is good enough that the women are presented as
people who are overly desperate to try the chocolate. The chocolate is acting like a certain prize for the women and men
Historical/Political Context: to have.
The Regency era could be compared to the 1950s for its
significant social and cultural development. Between 1811 and
1837 the country was under the rule of Prince Regent and
developments in technology (e.g. the steam-powered printing The male gaze
press), fashion and architecture were mirrored by a population
increase. These similarities can be compared to England in the
1950s.

Key Terms and Conventions: Link to Theorists

“what a delicious dilemma” Propp?
“quality street” It kind of treats the male as the hero and the two ladies as the princesses because he introduced the chocolate to them
Laura Mulvey?
The male gaze – it is portrayed in this, as once again, the women are sexualized as an object.
Uses and Gratifications?