'This Girl Can: Phenomenal women' textual analysis table

Media AS / A1

Textual Analysis Table- Moving Image

'This Girl Can: Phenomenal women'

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	-Bird's eye view -Low angle -Zoom in -Eye level -Track -Depth of field	-A bird’s eye view was taken at the end of the advertisement where all the women came together. This can show the strong unity and diversity of the programme as, it represents all of them as one and equal.  - A low angle was used to present women as being dominant and superior within society. This is important as, the main concept of the campaign is to challenge the negative stereotypes which are made against women. ‘This Girl Can’ is trying to target females who don’t get active because, they are afraid to get judged within society.  -A zoom in was used to show the mother embracing her baby. The fact that the mother is contented can be a sense of accomplishment as; she went through all the discomfort of giving birth to her child. ‘This Girl Can’ is trying to empower women as, giving birth and exercising is not easy especially when you have to look after your child. -The camera was placed at eye level so; the viewers are able to see the main subject (the group of women in the advertisement).  -At some sections of the advertisement, the camera travelled along the track. This is so; the viewers can see the women running in the advertisement. -The depth of field shot was used to centrally focus on the woman who is getting ready to exercise. This is important as; the woman is seen to be the main subject of that shot.
Editing including any SFX	-Fast cutting rate -Montage -Slow motion -Matched cut -Jump cut	-The advertisement was done at a very fast cutting rate which can depict the amount of activities that are widely available for women in different ages. -A montage was constantly used to display a series of shot. This was done, to show how different types of women prepare to take part in the ‘This girl can’ programme. This is because; every woman took a different approach to get ready and exercise. -A montage of smiling faces was shown, to show the contentment of working out. This is because; numerous people see typical working out as an exhausted, draining form of exercise. The advert tried to view exercise as, a fun form of relieving stress and losing weight at the same time as well. -A slow motion shot was taken to capture the women's bottom. The editors might have purposely done this, to show women that you shouldn’t be ashamed of what your body looks like. Clearly by this shot, the women felt satisfied to present her insecurities as, she was smiling and moving around actively.  -A matched cut and jump cut was used to create a comparison between two shots. The producers might have done this, to link two similar shots together so it flows like a sequence.
Sound- diegetic, non-diegetic, narration etc.	-Non-diegetic sound -Post-synchronised sound -Narrated by 'Dr Maya Angelou'	-The sound which was heard throughout the whole advertisement was non-diegetic. This means that, the sound was added during the editing of the advertisement. This can be post-synchronised sound as, the sound was edited separately which the actors couldn't hear playing. -The voice which was heard throughout the whole advertisement was ‘Dr Maya Angelou’ voice, who was reading her poem 'Phenomenal Woman'. This is an iconic poem as, civil rights activist ‘Dr Maya Angelou’ wanted to encourage women to get active and challenge common stereotypes in the modern society. She believes that everyone should be equal and not be discriminate towards others.
Mise-en-scene: location, costume, props, lighting	Location- sports centre, gym, outside, car, boxing arena, beach, swimming centre and in the hospital.  Costumes- sportswear outfits, swimwear, scarf and hospital clothes.  Props- football, lipstick, boxing gloves, mouth guard, swimming cap, rope and swimming googles.  Lighting- High-key lighting -Artificial lighting	Location- -The location in which the advertisement took place in included numerous places like, the sport centre, gym, outside, streets, car, boxing arena, beach, swimming centre and in the hospital. The reason why the producers decided to shot their advertisement in numerous places is, to show that sports activities can be done anywhere and some forms of sports are done in our daily life. Costumes- -The type of costumes that were worn during the advertisement, mainly included sportswear outfits. This was done to set a sporty, energetic atmosphere. -In some parts of the advertisement, a scarf was worn to show that different ethnic cultures are able to participate in the programme. This creates a strong link of diversity as; many people stereotype Muslims for being the staying at home type and conceal themselves within society. The campaign 'This Girl Can' massively changes the perspective of working out as, it openly offers different ethnic groups to work out and have fun.  -Majority of the time, casual outfits were worn to depict an imagery of comfortableness and tranquillity. This can show that you can wear anything you want in the programme, which rules out the concept of stereotypical sportswear outfits.  Props- -The type of props which were seen throughout the whole advertisement is sports gear and equipment. These props connote an idea that a competitive game is about to start. Lighting- -The type of lighting that was used throughout the whole advertisement is, artificial lighting. This is clearly seen from the natural daylight when the women were playing sports outside.