• • connect to global issue question (choose one)
    • how is the distribution of power in society represented in these texts?
    • how does society shape a women’s identity?
    • how is the identity of women in main stream media?
  • summarise in 3 paragraphs

paragraph 1 : about P&G

paragraph 2 : about the ALWAYS ad

paragraph 3 : shots/angles

paragraph 4 : global issue / question

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Procter and Gamble (P&G) is a brand which was founded in 1837, by two people named Procter and Gamble. Procter emigrated from England to Cincinnati and became a candle maker. Gamble arrived from Ireland and worked as a soap maker. Both of them got married to sisters, Olivia and Elizabeth Norris. Their father in law convinced the two of them to work together and become business partners, since both of them were competing for the same raw materials (fat and oil for soap and candle making). They are known as a company that is governed responsibly and behaves ethically, that supports good causes and also protects the environment, that provides an appealing work place to work where their employees are treated well. P&G is a dedicated equal opportunity employer. They give an equal opportunity to both women and men, equal pay, as well as hire an equal amount of both men and women as their staff.

P&G came out with a campaign #Likeagirl with the brand Always (feminine hygiene brand). Always’ mission is to empower girls everywhere by encouraging them to smash limitations and be unstoppable #LikeAGirl. This video was played during the Superbowl, hence the advertisement being aimed at mainly men. This video highlights society’s expectations of women, girls and how it has an affect on the confidence of girls, especially as they are entering puberty. This shows how people of different age groups and genders interpret the phrase “like a girl”. “Like a girl” is stereotypically seen as an insult, and this was clearly demonstrated in the advertisement by the way men, boys, and older women/teenagers acted when told to fight like a girl, run like a girl etc. They would flip their hair, giggle and act weak, they did this because that is how a stereotypical girl would act. Whereas, when this exact question was asked to younger girls, they questioned it and asked why is this taken as an insult?. When they were asked to run like a girl, they ran as fast as they could. This furthermore shows the difference in mindsets, between the older generation and the younger generation.

While filming, there were shots and angles that were taken into consideration. Establishing shots is designed to show the audience where the action is taking place (behind the scenes) by showing the cast, camera crew and/or directors. Showing the audience behind the scenes implies that your company is transparent. This further increases their brand loyalty, and as a result customers would want to purchase more products from their brand. There was use of visual and lexical elements while establishing shots. The “Always” logo, the hashtag “#likeagirl” and the brand name “Always” are examples of lexical elements. People in the frame (such as the director, camera crew and cast), background colour (blue and white to match the logo) are examples of visual elements. The visual and lexical elements are uses both the hashtag and the image of the director, hence making an emphasis on the fact that this product is for women. Contrasting shots also play an important role in the making of this advertisement. They allow the audience to see the difference between the two images. For this ad, there are two main contrasting shots ; the first one being the older and younger girl, and the second one being the older and younger boy. The first shot was with the two girls. The older girl in my opinion can be perceived as a girlfriend, whereas the younger girl can be seen as a daughter. With this understanding in mind, it makes it easier for the audience to grasp the content as they can relate it to their real life. In this contrasting image, it is clear that the older girl is seen as a typical american girl, with blonde hair, blue eyes, even wearing different clothing to the younger girl (jeans, vest, heels, curled hair, full face of makeup). This furthermore portrays her as more feminine than the younger girl. This is because the younger girl is wearing sports clothes, sneakers, shorts, with beach waves in her hair). The younger girl shows that a girls do not have to follow a certain norm (of wearing delicate clothing) instead they can wear both sports clothes as well as delicate clothing. In terms of their clothing, the older girl’s jeans have an american flag on them. This represents the old traditional perception that many people have of girls ; hence being an all american girl. Whereas, the younger girl’s top is the colour of the equality flag, representing freedom and liberty, and being comfortable in her own skin. The contrasting shot of the two boys is different as compared to that of the women/girls. Firstly, we see that the older boy can be perceived as a boyfriend and the younger boy can be seen as a brother. Secondly, both their actions show that their understanding of females has not changed. Both their actions are the same to the stereotypical girl (acting weak). This shows that both older and younger generations of boys have a fixed and narrow mindset. The clothes that they both wear are also quite similar in colours and styles. The older boy is wearing a football t-shirt, green shorts, has blonde hair, blue eyes, is tall and buff, this shows that he looks like the typical all american boy. The younger boy is also wearing shorts, t-shirt and sports shoes. There is no difference between the older and younger generation as they both are dressed comfortably and look like they would play sports. Furthermore implying that there are no stereotypes set by society. Lastly, the boys are not wearing any colours that are in common with the brands logo (blue, white) which therefore has an underlying meaning that this product is not for men. Finally, there are the close ups. Close ups are for showing one’s emotion. In the “always” advertisement, the close up of the boy and the girl have two completely different meanings. The girls close up refers to the logo, and the hashtag hence making a connection with her being a girl and the product being for females. Whilst, the boys close up shows innocence, and a lack of understanding. Throughout the ad, the boys understanding of girls changed and by the end of it, he was able to think of the phrase “likeagirl” as more than an insult, and have a greater understanding of what that phrase really means.

The global issue that I have focused on is ; How is the identity of a women portrayed in social media? Social media plays a huge role in women’s day to day life. For example : on instagram, w0men are supposed to look a certain way – tall, skinny in order to fit in with the mainstream. They too have stereotypes that should be followed in order to fit in with the ‘norm’. There are a lot of expectations that women especially are influenced into following. This furthermore will lower their self confidence and self esteem as they are constantly being compared to other women.  The global issue therefore goes hand in hand with the P&G campaign of #LikeaGirl. Both the advert and social media talk about what is expected of a women, but also how the newer generations are changing the traditional perception of women and removing the stereotype. With that, women will have less pressure to act or dress a certain way, making them feel more comfortable in their own skin.