Broadcast Adverts and Campaigns

Watch the Always #LikeAGirl campaign again:

 

1) What key conventions of broadcast advertising can be found in this advert?

In the advert, many conventions can be found, there is slow-paced editing to create emphasis on the message that they are conveying; there are a few different camera shots, including long shots (when they are showing us how to do things "Like a Girl"), high angles (to make them seem weaker),lower angles (to make them seem more empowered) and close-ups to emphasise the empowering messages that the girls are trying to convey. The advert mainly consists of dialogues, but when the girls are showing what is okay for them to do, the music reaches a plateau, to stress how powerful girls really are. At the end of the advertisement, the logo for always can be seen alongside the slogan "Rewrite the Rules". Below the logo, links to the social media accounts for always are shown, to encourage people to join the conversation.

2) What text appears on screen in the advert? What effect might this have on audiences?

Throughout the advert there were rhetorical questions, these rhetorical questions were put there to make the audience reflect on what they do, and tries to change their opinions using different clips and ideas to make them feel guilty for how they think.

3) How many different people feature in the advert?

15 different people can be seen in the advert, 2 of which are male, the rest being females of varying ages and ethnicities.

4) Why did the producers decide to feature a range of different ages, genders and ethnic groups in the advert?

To emphasise their point that it doesn't matter if you're a girl, you are capable of anything. Also by putting girls of different ethnicities, it makes the advert more relateable to a larger audience meaning their message can be received by more people.

5) What effect does the background music have on the audience - particularly towards the end of the advert?

As mentioned previously, depending on the tone of the message being conveyed, the music's intensity either increases or decreases, for example, towards the end of the advert when empowering things were being said, the music became louder and more prominent, to help highlight the importance of the message.

6) Pause the advert at 3.08. What key conventions of advertising can you find on the screen at this point? How do these encourage the audience to make the campaign go viral?

At 3:08, the Logo, Slogan and "Calls to Action". By having the logo and slogan appear on the screen together, whenever people purchase the product or see the logo, they will associate it with the slogan and moreover the campaign. As well as this, by making their social media so accessible to the consumer, they are more likely to participate in the campaign, which exposes the advert to a larger audience, allowing for the campaign to become viral.

7) What representation of women can be found in this campaign?

Women in this advert are initially presented as being weak and incapable, but later on, women are represented as powerful and extremely capable.

8) The #LikeAGirl campaign was hugely successful with over 65 million views on YouTube alone. Why do you think the campaign connected with audiences so successfully?

With other campaigns like the #MeToo campaign (Launched in 2009); the Women Empowerment Campaign (2014) and Feminism, adverts and campaigns that supported women were becoming very popular and the centre of a lot of the media's attention. This coupled with the fact that the campaign is about something that a huge amount of people can relate to, the campaign quickly became viral.