P&G
How is the identity of a woman shaped in mainstream media?
Authorial & editorials choices:
Typical & untypical of text type: use of conventions
- Thematic ad.: One with a theme, belongs to one thematic campaign
- Tactical ad.: one throwaway issue (Nike – just do it), product improvement, exclusive deals, partnership, seasons (e.g. Christmas)
- High Profile ad.: e.g. Superbowl, F1 – tackling only one major event
Brand loyalty:
- Digital integration: e.g. #likeagirl, forces people to go online and talk about the topic, redefinition of the term
1st shots:
Text (macro)
- The audience is men (super bowl)
- Awareness of the issue
- Brand trust
Text (micro)
- Director is not in the foreground
- Fram within the frame, by divided frame (Created her own frame, framed in from the men)
- Lexical elements: brand, always #likeagirl
- Visual & lexical interactions, frame shows a working woman
- Main colours: Blue and white
- Rules of thirds: Crew member and woman in the same positions
- Where there is a woman there is a man, opinion of men, perspectives of men
- Typography
- Fond of the brand: always → feminine but not pink (move forward)
2nd slide of shots:
Text (macro)
- The contrast between older girl and younger girl
- Daughters, girlfriends (emotional bond, concrete)
Text (micro)
- Women are always in the centre
- Full shot, story of the girls, full-body ( older girl: delicate, girly perception → curly hair, heels (running); little girl: more normal but still curled hair, dependent on her on, comfortable)
- Narrative: difference before and after puberty
- All American girl: blond, white, American flag on her jeans, southern look
- Little girl: rainbow (equality flag), are not forced into fem/masc
3rd slide show:
Macro
- Equality, perspective of men
- Emotional bond (sister)
- Questions themselves
- The analogy between the generations, an identical set of mind between generations
Micro
- University guy, younger brother
- Boyfriend of the girly girlfriend → all American guy: tall, buff, football player,
- Are men also forced into a box? Guy is the representation of all American guys
- Younger guy: represents the change, emotional bond, young boy is cute, innocence
- Older guy: represents narrow minds, can’t change his mindset
- Matching colour of green, no colours of the brand, contrast
- Older guy, older girl are in the same spot, younger girl and boys are in the same spot, a little off-centre
- Young kids: more comfortable
- Both wearing green: Older guy is the future of the younger guy
Close-ups
Macro:
- Focuses on the eyes
- Shows confidence
Micro:
- Face in the middle
- Visual and lexical: Girl: typical girl, makeup;
- Bith changing perspective of their view on #likeagirl
- Movement of camera, shows women body
Last shot:
- Focus on the brand and the slogan
- Arches point towards it (shape of a pad)
- Arches, writing etc is curved
- Colours of the brand, blue as gender-neutral
- Power of three, linguistic tool of repeating three
*Mainstream Media vs. Mainstream Novel*
Mainstream Media: