The National Lottery - This Girl Can

'This Girl Can, What about you?'

https://www.youtube.com/watch?v=jsP0W7-tEOc

• Includes close-ups, mid shots and long-shots.
• Low-angle shot, makes them seem more powerful.
• The wide-shots to show them being active, also shows a team this creates a sense of community.
• Cuts to different scenes.
• Includes slow-motion in some scenes.
• Body positive messages, they were on screen longer than most shots.
• The editing was synchronised to the music.
• Mix of diegetic and non-diegetic sounds.
• Non-diegetic was the music and the diegetic sounds is the surrounding sounds.
• The music playing is 'Get your freak on' by Missy Elliot.
• When the music cuts to 'Quiet!' it cuts to diegetic sounds of the women catching their breath.
• The lighting used is realistic.
• You can see the women sweating, usually something that isn't associated with seeing women doing.
• It's multicultural and includes a diversity of women's bodies.
• The purpose of the advert is to get women into sports because many women stop playing when they reach into their teenage years.
• The advert is advertised for women to get active, there isn't any sexualised bodies that were intended. There isn't any male-gaze.
• The advert shows what real bodies look like because the main reason why women don't participate in sports is because of insecurity of what they look like.
• The lexis used is empowering for example, 'Sweating like a pig, feeling like a fox' the word 'pig' has negative connotations of not being 'attractive' whereas 'fox' is seen more 'attractive'. The women may not look pretty but they feel confident within themselves.
• They way the advert is structured and narrated is like a music video, because it follows the conventions of it.
• The women are all dressed in regular clothing, it isn't fashionable compared to what we usually see in the media.
• Goes against the stereotype of women not doing sport, caring about looks and having 'perfect' bodies.
• The end of the advert you can see the campaign name, 'This Girl Can' it is an enigma code as well as the hashtag at the bottom of the screen, women will want to find out more about it.