Representation

• The campaigns agenda is to encourage women to participate in physical activity by challenging the dominant ideology. In order to do this the campaign portrays women extremely positively
• Stereotypically women have often been thought as the weaker sex and less successful particularly where sport is concerned. However the advertising campaign seeks to challenge these stereotypes by presenting the women as independent, confident, happy with a clear expression of enjoyment. This challenges the sexism and male dominance in sport
• The process of selection and production has been carefully managed. This advert like the others in the campaign has a rawness to it by focusing on ‘real’ women. There is no glossy finish and doesn’t resemble any of the high-end adverts produced by commercial sporting brands
• The females are supposed to be seen as heroic- aspirational role models for the readers. Audience members should see something of themselves in these women, bringing their own fear of judgement to the forefront and considering whether it is actually a fear worth having
• The brand name “This Girl Can” uses the noun “girl” as an all-encompassing term. It is used to represent the whole female population and makes them feel included, a force to be reckoned with, a team and united front
• When used in the context of sport, “girl” can be thought of as having some negative connotations such as “throw like a girl”. “This Girl Can” plays on the stereotype that girls can’t do sport
• It could be argued that as “girl” targets a younger generation, women over a certain age may feel disconnected from the campaign