Sport England done a lot of research to understand why there was a big gender gap in sports participation. 2 million fewer 14-40 years old woman than men partake in sport regularly and they wanted to find out why: They discovered that 13 million woman wanted to participate more in sports and activities, over 6 million of these are not active at all. As a result of the campaign 1.6 m women have started exercising and increasing very fast.The woman is not a celeb which targets ordinary people to show they can achieve doing sports. this makes the woman feel familiar. society wouldn't call the image fashionable as shes sweating. it used to be un-lady like to sweat and sometimes still is. sweat makes your face red, ruins your makeup, and can make them feel unattractive. however the mantra "sweating like a pig feeling like a fox" suggests that by working out makes you healthier and therefore will become fitter and more attractive. the logo this girl can is through the middle. the hashtag in the corner #thisgirlcan connecting readers to the campaigns social media posts/pages. should they wish to follow it or find out more. there are also logos for sport England and lottery but they are much smaller and tucked away so as not to distract you from the visuals.
Background context
This girl can is a national campaign developed by sport England and in conjunction with a wide range of partnership. the purpose of the campaign is to break down the primary barrier holding woman back from participating in sport - the fear of judgement. the campaign seeks to target and celebrate 'active woman who are doing their thing, whatever it may be, no matter how well they do it , no matter how they look or even how red their face gets'. the campaign is currently funded by the national lottery and backed by a government body, Sport England; there is no commercial aspects to it at all.
Representation
the campaign 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 often been thought of as the weaker sex and after less successful, particularly where sport is concerned. however the advertising campaign is seeking to challenge these stereotypes to convince women of their potential.the female in the image is portrayed from a face, showing an expression of enjoyment and fun. by selecting such an image, the producers are seeking to challenge the sexism and male dominance in sport.the process of selection and production have been carefully managed. this advert, like the others in this campaign has a certain 'rawness' to it focusing on 'real' women. There is no glossy finish and it doesn't resemble any of the high end adverts produced by commercial sporting brands.
this is amazing
ReplyDeletethanks bbyg
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