This Girl Can

Representation of women in advertising

The representation of women to society is this cliché idea that women cannot exercise right or take part in serious sports, as the sports are deemed manly, this advert goes against that set in stone cliché as it is the intentions of the encoder to do so. The adverts main ideology is to banish the cliché of what girls can and cannot do sports wise due to the restrictions that have been set by society and stereotypes. The advert is named 'This Girl Can' stating the advert is showing things girls can themselves do no matter who they are. 

The advert wants to also get across that the restrictions that have been set like weight and age do not matter, to do this the advert shows all different kinds of women from different; ethnicities, ages and sizes, enjoying sports. This also banishes the stereotype that women who take part in exercise are all leanly shaped and creates the ideology that all types of women can take part in exercise.

The advert represents girls against there stereotypes for example girls stereotypically cannot play football and this advert shows a clip of a girl kicking a ball in a fashion which would be considered as normal. At this point the advert shows text saying 'I kick balls' then 'Deal with it', this helps support the ideology that girls can play football even though it is stereotypically a mans sport and goes against that stereotype. The advert also shows other sports that would be considered "too manly" for women like boxing and basket ball, to try and get the ideology across that women can do these kinds of sports the advert shows a series of girls really trying at the sport and looking relatively comfortable whilst doing so. 

The adverts sole purpose is to go against the clichés, myths and stereotypes that have been created about women on subjects like sports and exercise. It does this as a way of motivating women to take part in exercise as they can do it which is what the advert is trying to get across.