“How is the identity of a women shaped in mainstream idea?”

In the 21st century, mainstream media uses many different types of outlets to sell products/promote ideas. One type of media is television advertising. In television advertising, there have been many examples of women identity being shaped. The commercial being looked at today is the Always #LikeAGirl Ad by

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.
• Multimodality : 
• Visual and lexical interaction: DIgital integration of the hashtag #likeagirl

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)

 

 

Be more prepared, don’t be worried. Be more structured, depth was good but to get a 5 it would need to be done even further, the question of how much can be done in 5 minutes? Link of Global Issue was good, but to be a 5 link it more (after every point). More originality.  Plan ahead. Cannot pull out notes. Show context, as well but not too much.