Language

• Sport England carried out research on why there was such a big gender gap in sports participation. They discovered that two million fewer 14-40 year old women than men partake in sport reguarly
• As a result of the campaign 1.6 million women have started exercising and the number of women playing sport and being active is increasing faster than the number of men
• Soon after the launch of the campaign, Nike released a more motivational campaign called "Better For It" which also portrayed a more "real side to fitness"
• A central striking image encourages the reader to become intrigued and want to find out more about the image
• A mid-shot of a woman in her thirties, exercising is the central image. Unlike many advertising campaigns, this female is not a celebrity. By purposefully avoiding using a sporting legend or athletic goddess, the campaign is able to target ordinary women of all ages and effectively encourages them
• The lack of celebrity also creates the vibe that the woman in the campaign is familiar. She has her hair scraped up in a ponytail, she is sweating a lot and her clothes are not fashionable. For these reasons it gives the audience the impression you know someone like her, or are her
• The dominance of the image suggests that the woman is the protagonist and the hero of the narrative. She is heroic because she is embracing sport and is uncaring of people's opinions. She is an inspiration to other women as it is obvious from her facial expressions that she is enjoying herself
• Across the image is a mantra. The campaign has taken the derogatory comment "Sweating like a pig" and turned it into something positive. Historically it was considered un-ladylike to break into a sweat but this mantra turns it on iytitss head and suggests that by working out you are becoming healthier, suggesting an increase in attractiveness, "like a fox"
• Towards the bottom but still central is the name of the campaign, or brand logo, "This Girl Can." This is a very positive statement with connotations of determination. It is used to reinforce the idea all women should exercise and convince them they can succeed in sport
• If you were unaware of the campaign the limited text would act as an enigma code for the audience as we want to find out who this character is and what the advert means by "This Girl Can"
• In the top left hand corner of the advert there is the #thisgirlcan, connecting readers with the campaigns social media pages and therefore encouraging engagement. This will also hopefully connect women with like-minded others and bring a sense of social cohesion
• There are logos for Sport England and the Lottery, these are much smaller and tucked away to not distract from the visuals.