Always #Likeagirl Advertisement Analysis Information

Establishing Shots

Establishing shot – it is designed to show the audience where the action is taking place, behind the scenes (showing the directors, camera crew) 

Behind the scenes – brand loyalty – Support for a brand and positive appreciation towards the brand and its principles.

Camera Movement –  a camera is moved during the exposure for a creative or artistic effect

Negative Space – focal point becomes the person. 

Visual and lexical : 

  • Composition : 
  • Orientation : Frame within the frame – micro elements in text
  • Typography : Cursive, implying femininity
  • Cast : Tried to make it diverse, although obviously is scripted and seems unrealistic. In the end, the woman gives a perfect monologue, scripted and pre written, which lost trust between the brand and the potential customers.
  • Visual and lexical interaction: DIgital integration of the hashtag #likeagirl 

Contrasting Shots

Context Author: The brand is all for equal rights and equality, an ad to identify another social issue, something they is not unusual for the company.  The shots identify the reality of the world not sharing the same mindset.
Context Text: The “older generation” and younger generation showing the immediate different reactions of the statement and identify the status quo.

Text (Macro): 

Purpose: Shots used to show the contrast in different ideas within the same gender.

Audience: Males (Super Bowl), females (contrasting shots).

Reception: The register here is neutral, but the tone created is quite questionable. The producer of is creating a tone of showing there are two different contrasting ideas between the generations. Furthermore, creating a uncomfortable tone? Asking since when did Like A Girl become an insult. The mood created is very bold and serious, which leads to a uncomfortable mood? The older generation seems to show a more stereotyped emotion, the younger generation is showing a more serious emotion. Taking it more serious. 

Micro: 

Generalisations are 

Long shots to show the full representation and clothing, one being a girl (stereotypical) the other being more sporty (clothes). Then there’s two separate shots to really show the difference rather than putting them together. Same eye angle to show the equality. With the rule of thirds, the line intersections show the important focuses, the leg movement, arm movement and emotion. The subject is in the middle with plenty of negative space to just the most focal element. 

Contrasting shots

  • The company chose to involve men, their views , their opinions about the topic, which is a social issue, gender and sexual, as it usual for the company to do such thing; they are famous for their Equality opportunity policy.
  • Ad’s purpose:
    • The ad’s target audience is “Men”. It tries to show the effect of this sort of representation on men and men’s thought of the term. 
    • Also having a young boy and an older man it shows the impression that they have over generations. 
    • What the public might have felt shocked: Pathos and Ethos; they might have been stimulated to question themselves: Logos.
    • It is problematic, as they involve just a part of society: white people.It is not just white women that face this issue and not just white men have an opinion. Half human population faces menstruation and the other half might have its own opinion. They hired just white people, to give a representation of the society elite, the one that counts in the a western culture. It is almost an appeal to Authority, where white people are seen as the authority and the example that the rest of the people should follow. 
  • Ad’s effects:
    • The shots happens in the same place as women did: same background, same kind of shooting, same kind of framing. They do not create a difference between the two genders, they put them in the position. 
    • Visual effects (illumination) and sound effects (soundtrack)

Close Ups

Context

The company chooses the casts in both gender and the compare them in perspectives because the company is mainly famous for their equality  opportunity policy. However, the majority of the people in the video were white even though it may seems like they are addressing the big issue. 

  • Different perceptions perceived by different gender
  • They chose the girl with the makeup because it is a typical representation of a western girl or what the society generalize a western girl to be.

Visual elements:

  • The background was dull so that the audience can focus on them and hear their different perspectives when they use the phrase  “likeagirl” to tease their friends associating girls as weak. 
  • The brand ‘always’ was put in a circle in blue color, the eyes of both the girl and boy was also blue; the background was dull blue as well. They focus more on color blue because the color symbolizes confidence, encouraging and intelligence; which strongly supports the hashtag #likeagirl by showing that girls are confident for being who they are and how proud they are to be girl. And it is encouraging the boys to not look down on girls or misusing the hashtag to tease their friends but to respect them equally like how they do to their own sisters. (in the video the boy says that when he tease his friends using “likeagirl”, he is not referring that to his sister but to other girls)
  •  The girl has bright face, curled her hair and is with makeup which shows how confident she feels being a girl and that is how it is like a girl. It can also mean that she is insecure about herself by covering her “real face” with makeup. 
  • The boy is in the centre with bright color shirt, blue bright eyes and brown hair so that the audience can focus on him and listen to him about how he uses “likeagirl” to tease his friends not caring about how the girls might think but he can’t refer that to his sister.

 

Shots and angle:

 Eye level angle and close up shot: the angle is eye level with close up shot showing that they are also referring to the audience and allows them to identify the issue along with the characters

you can really see what their faces or expression were when they are addressing the issue.

The middle ground focuses on their eyes which clearly shows putting the target audience on equal level 

Call to Action

Rule of thirds: 

Bandwagon: use of social media – twitter and the always.com website and # makes a viewer feel that it is a campaign that must be followed.

The visual uses a lines to draw attention to the  name of the brand . White as a colour stands out and contrasts against the dark blue background. The shading gradient used in the call to action also has the lighter colour where the brand name is and the darker shades at the corners.

Frame within Frame: The brand name and slogan are in an enclosed frame which draws more attention to their brand, this could possibly be for brand loyalty and so their brand is memorable  

Punchy → share, tweet, stand up: These are really punchy phrases that are easy to understand by the audience. The phrases are also short instructions of how people can take action.

Slogan → “Rewrite the Rules”