Figure 1: Outlining contextual research
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| Figure 1 |
Existing Campaigns:
This Girl Can :
This campaign is based on getting women and girls to participate in sport and overcome the fear of judgement about how they look whilst being active. The campaign is funded by the National Lottery and backed by sports England in a bid to get more women and girls involved in sport. In addition the campaign takes a quite light hearted note to its adverts in a bid to combat the judgment many women feel through the use of rage lines such as ‘I jiggle, therefor I am’. Consequently the use of different tag lines on each poster allows the campaign to address different judgments women face across a range of ages. Therefor engaging a wide audience due to the simple use of typography and image within the adverts.
Like A Girl (Always) :
Like a Girl is a campaign by Always to change the perception of girls and the stereotype that there weak and cant participate in sport. This has been challenged by a powerful video ad featuring both men and women of all ages and asking them to perform certain task ‘like a girl’. There realisation at the end of the video about how insulting there preconceptions where to young girls allowed for the realisation that common stereotypes are false and that being a girl can be all kinds of things, your strong, your athletic, your smart etc.
Colour Theory:
In relation to colour theory blue can dated back to the ancient times when boy babies where lucky and therefor dressed in blue to ward off evil spirits. In addition in ancient China blue was seen as a rare and expensive colour and therefore more worthwhile to dress a son in blue whereas pink was readily available and inexpensive which was given to girls as boys where seen as more important as after marriage wife's would join there husbands family and look after his parents. Consequently giving light to why blue is for boys and pick is for girls. However within my research it also stated that there isn’t any real scientific evidence for such conclusions and it could be more closely related to societies stereotypes based on ancient myths than anything concrete.
Stereotypes:
In relation to my previous research both men and women are effected by unobtainable representation on mens and women in the media which a surprising number of men being more effected than first thought du to the stereotypes surrounding masculinity. Therefore I’ve researched further into specific stereotypes within advertising in order to be able address these unrealistic representations. Consequently I’ve discovered than many of the gender roles portrayed in advertising today are based on traditional family values that the man of the house is the provider and women must stay at home. This is despite the development in society in which just as many women go to work as men.
Common stereotypes surrounding women:
sex objects
domesticated
toned/perfect makeup
professional
Common stereotypes surrounding men;
the provider
extremely masculinity/strong
toned
no emotion
Zines: e.g. Nest
To further my research I’ve looked into existing zines aimed at students in particular Nest, which is run by students at Leeds College of Art. The small magazine is produced cheaply in house and is distributed for free across Leeds in order to make it easily accessible to students which is a key influence for my design. In relation to the design of Nest the simple layout which features single or multiple images per paged arranged in a spacious manner with minimal text is something I will take inspiration from when developing my awareness campaign as I want the visuals to solely portray the message.
Figure 2: Outlining target audience
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| Figure 2 |
Geographical:
‘of or relating to the natural features, population, industries, etc., of a region or regions.’
In relation to the geographical aspects of Leeds i’ve chosen to focus on the universities within Leeds as my campaign is aimed to students. Consequently I’ve looked at the student population within Leeds focusing mainly one the three main universities:
University of Leeds (fig 1):
- 33,221 students:
- 30,653 full time students
- 2,568 part time students
Of which:
- 24,164 are undergraduates
9,057 are postgraduates
From 151 countries
Leeds Beckett University (fig 2):
We have students from 144 countries
26,025 in 2014 (no recent figures on enrolment)
Leeds College of Art (fig 3):
Students: 1,320 (2015/16)
Undergraduates : 1,290 (2015/16)
Postgraduates: 30 (2015/16)
Overall the large target population of students in Leeds means the campaign must be cheap to produce and will be distributed within student unions within these three main universities. This will allow for maximum impact upon my audience as its presented in heavily student populated areas for free.
Demographical:
‘relates to a particular structure or sector of a population’
In relation to my awareness campaign my chosen demographic is students in Leeds having focused on those at the University of Leeds, Leeds Beckett University and Leeds College if Art as these are the main three universities I discovered during my geographical research into Leeds. The large student population means the campaign can reach a wide range of people due to the mix of young and mature students and those from different countries who may have experienced the same stereotypes as young people within Leeds.
Psychographic:
‘the study and classification of people according to their attitudes, aspirations, and other psychological criteria such as life style, social class and personality’
Common stereotypes within advertising based on societies assumptions :
Men:
- can’t show emotion
- have to be the provider
- toned/six pack
- head of the house
Women:
- tall and slim
- domesticated
- must be clean shaven
- always look flawless
Figure 3: Identifying and analysing relevant and related visual examples.
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| Figure 3 |
This Girl Can: Figure 1
This girl can campaign is an effective campaign due to the interchanging issues throughout the campaign itself. It manages to reference different issues women face and common misconceptions about exercise in order to encourage more women to participate in sport. The use of different posters and tv ads each featuring either a different sport, issue or age allows the campaign to reach its maximum audience in order to create a greater impact. Women featured within the campaign are shown to break the very barriers and misconceptions addressed in the advert allowing women to see what there capable of and that they can do the same thing. Overall this is a very successful campaign due to the information and support provided on there supporting website which shows women how they can get involved in different sports in a similar way to those feature in the posters and tv ads. In relation to the design of the campaign the continuos use of the logo and interchanging slogan create an easily identifiably identity which when paired with the use of photography and film across the campaign create a powerful and effective impact on the audience.
Like a Girl: Figure 2
The Like a Girl campaign by Always is a powerful approach to how people perceive women at different ages by asking both men and women of varying ages to do things ‘like a girl’. The main aspect of this campaign is there adverts which features participants being questioned about there perceptions of doing something like a girl. The use of young girls towards the end of the advert showing people what it like to be a girl is a powerful contrast against the previous delicate and demeaning actions displayed by those at the begging. The realisation by those involved that their initial interpretation of ‘like a girl’ was demeaning has a powerful impact on the audience causing those who see the advert to question their own assumptions of ‘like a girl’. Overall this campaign is very effective due to the use of normal people within the advert and the confrontations of beliefs within the advert. In relation to the design of this camping it closely related to the brand image of Always due to the strong use of blue within the adverts. Additionally the inclusion of the young girls featured at the end of the tv ad on posters creates more of an impact on the audience as it questions what it means to do something like a girl in order to inspire young girls to be more confident in there abilities.
Protein World:
Protein Worlds ‘are you beach body ready’ (see figure 3) ad highlights the common stereotype that women have to be toned and slim in order to be accepted. This advert had a very negative reaction from the public due to the implication that women needed to look like the model to be ‘beach body read’. Consequently this caused a lot of negative feedback for Protein World which overshadowed there adverts which was aimed at getting people in shape for summer. In addition this lead to vandalism of the adverts as well as other companies such as Carling (see figure 4) highlighting the issues in the advert within their own advertisements. The use of yellow creates an eye catching advert and keeps in line with Protein Worlds brand image however the use of yellow also seems to highlight the offensive tone of the advert create a great and more shocking impact on the audience. In relation to the Carling advert this satirical approach to the advert highlights its ridiculous nature by showing that anyone can be beach body ready which is an approach I might develop within my own designs in order to confront different stereotypes.
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