Gender representation - 15/02/2016


Feminine colours are used here, giving the image a 'girly' look.
Although the appearance of advert is feminine, the content of
what is being said is very masculine and uses lots of declarative 
language choices. Which make the women seem strong and
independent.
Sure is probably the most famous deodorant for both men and women, however they look and sound very different to each other. 

They both portray very different views on men and women, giving them very different personas. For example in the women's version of the advert, one of the lady's is with a baby. Traditionally women are the caregivers, and only in the last century have they been able to have their own voice, and given their own decisions on careers and lifestyle choices. This adverts tries to give women their independence and strength that they deserve.

The men's advert however is both contextually masculine and is in the appearance of the advert too. The use of dark colours in contrast to the white and warm orange is harsh and drastic, giving the advert an overall aggressive look. The phrase 'It wont let you down', almost suggests that men have a reputation as masculine figures to uphold.


The 'this girl can' is the most significant appeal by Sport England to get more women involved in physical activity of this decade. The relevance of this campaign in todays society is phenomenal, because women and girls today should not be afraid to participate in male associated activities such as football. The line 'I kick balls deal with it' refers to the judgement that is usually forced upon girls who try to participate in male dominant sports. Just last week, the first Pakistani female lorry driver was discovered. Slowly but surely women are beginning to be as active and as socially independent as men. The 'this girl can' campaign video is truly empowering and proves to all women and girls that nothing is impossible and sexist prejudice as well as judgement is no real reason to not be active.

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