Page 12 - booklet Mass Media
P. 12
Always “like a girl” – Web Video -
https://www.youtube.com/watch?v=XjJQBjWYDTs
Primary Purpose: To connect emotionally to the brand.
Secondary purpose: Reinforce that product is relevant to target
audience.
Key Audience: Millennial women.
Main Idea: Changing the use of the term “like a girl” to a
positive one.
Visual techniques: Use of real people to see how “like a girl” is
interpreted. Using film clapperboard.
Sound techniques: Realistic sounds of variety of activies girls are
doing.
Graphic techniques: Use of the #LikeAGirl to encourage people to
change the meaning.
Values: We should all understand issues girls face at
puberty.
Bias: Assumption the phrase ‘like a girl’ is negative.
Propaganda: Ad appears credible because of documentary
style and conducting ‘social experiment. We
don’t know what was left out.
Impact on audience: Changed the interpretation of what like a girl
meant.
