Always - #Likeagirl

Who is the target audience?

Always is a brand of feminine hygiene that targets females aged 16-24 years old. The campaign advert appeals to millennial females and young girls who are influenced by stereotypes and they use two different generations to contrast the idea of what it is to be a girl. This emphasises that as we get older we become more acceptable to stereotypes even though knowingly we all don't fit those criteria's. For example, in the first shot of the video, the director asks three millennial girls, a young boy and a man " show me what it looks like to run like a girl" they then all stereotypically ran ' like a girl' which was flapping her arms and not running like how a normal athlete would run. The director asked the same question to young girls and they didn't base the question off stereotypes and in fact ran how they would run themselves.

what is the message being conveyed?

The message being conveyed in the campaign was that using stereotypes such as ' like a girl ' can damage a girls self-confidence and put a message into their heads that they can't accomplish anything. Also, empowering females and standing against the stereotypes can raise a lot of girls self-confidence. A feminist audience would support this campaign as it portrays the different stereotypes of girls used in the playground to convert the stereotype and Always also uses different ethnicity, gender and age to represent this. The brand Always quoted " to keep girls' confidence high during puberty and beyond. Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty's really no picnic either, it's easy to see what a huge impact it can have on a girl's self-confidence. Making a start by showing them that doing things #LikeAGirl is an awesome thing! (2014) "

Is the message convincing yes/no, please explain? 

In conclusion, I think that the message is convincing because their primary ideology was to raise women's and young girls self- confidence and that is shown continuously throughout their advertisements and products. For example, the brand release adverts on seen on the TV that denotes the female actor wearing a sanitary pad then to go on a run in the park whereas before she was too conscience and unconfident to do her daily routine due to being on her period. This emphasises Always brand image and message on girls confidence during puberty. 

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