Superbowl Commercial Analysis

Improved Essays
For my commercial analysis, I chose a very popular Always ad that aired during the 2015 Superbowl. In brief, the ad is assessing the concept of puberty on girls. The video demonstrates a variety of girls-and a few boys- with different age ranges being told to perform certain actions that reveal their definition or idea of doing something “like a girl”. To start off, this commercial is supportive of women and women 's rights. It also promotes both confidence and self-esteem. After watching the entire commercial it becomes very evident that this commercial is arguing how the way society views and projects females affect women and their concept of themselves. By making this argument in the form of a video, not only does it become exposed to …show more content…
Although both genders are the target audience, this video is more directed to the female audience because they constantly repeat the phrase “like a girl”. The commercial includes several races in this video and I think it does it to prove that this problem or perception of “like a girl” is not limited to only a certain type of people or race. Also, as mentioned before, the contribution of both males and females in this video that not only kills the stereotype, but also promotes women confidence clearly demonstrates that this perception of “female strength” is not limited to only one gender. Furthermore, the commercial uses ethos by including children, which creates a stronger connection with the audience because children are perceived as innocent, trustworthy, and honest. By using children-more specifically young girls- the anticipated outcome of the video will be more effective and successful because some common ground between the commercial and the audience is that there is a great chance that someone in the audience has experienced the same, whether it was themselves or their children. Other important factors that strengthen the connection with the audience is the way the commercial is shot. They show the cameras which …show more content…
The audience could not include all of their target audience because a retain amount of women dislike sports, and this commercial airing during a sports event might initially limit their audience targets. Also, the video uses logos to inform the audience that confidence decreases during puberty, and used an indirect call to action by stating that there is a possibility for change and some of the commercial viewers might not have children to reflect and act accordingly, creating a restraint. Another important constraint could deal with some traditions, beliefs, or habits that have already been ingrained on certain cultures that perceive females to be inferior to males and perhaps using the term “like a girl” is not an insult, but a reminder of what they believe to be true. Lastly, “like a girl” is an issue that is being perceived as a problem because its demonstrating that females are becoming less confident with themselves due to society. WE live in a time where self empowerment is important and welcomed, so seeing that young girls loose it when they go through puberty makes us feel that there is a prole that needs to be fixed because even though both genders have their differences, we should not see and use one of them to insult or make someone feel

Related Documents

  • Improved Essays

    1. Looking at commercial advertising of boy and girl’s toys; girl’s commercials played soft musical tune, while boy’s toy commercials had more of a rock and roll musical tune. Furthermore, the media enforced general roles to the viewers by only including males in boy’s toy commercials and females in girl’s toy commercials. The settings for boy’s toy commercials were usually outside and consisted of darker colors. In addition, they included toy weapons and/or action figures (males with large muscles) that provoked thoughts of violence.…

    • 777 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Whether we are aware of it or not, an effective commercial that is focused on advertising a product is meant to equally influence our attitudes towards a product. Having said that, many marketers have a number of different strategies they use in order to convince the targeted audience that they need something in their life. Notably, one of these many strategies used are rhetorical methods. One particular commercial that successfully uses rhetorical methods is the Cover Girl #GirlsCan commercial. In this commercial, Cover Girl attempts to capture female attention by using rhetorical devices: ethos, pathos, and logos.…

    • 1589 Words
    • 7 Pages
    Improved Essays
  • Decent Essays

    Women will always try to measure up to be – or look like an image that is unattainable for even the model herself. With these unrealistic images guiding them, it could cause major self-esteem issues. Males viewing these advertisements will grow up believing that women are objects, or that they are placed here to please men. Men will then believe they are more than women are; example being “you throw like a girl” or “be a man about it”. Men in advertisements are made to look manly or tough, whereas are women are made to sexualize childlike features or make women look mild.…

    • 462 Words
    • 2 Pages
    Decent Essays
  • Improved Essays

    It is everywhere, an always present force that comes from every direction. It often appears fast, catching one’s attention, then vanishing just as quick; many think they are left unscaved, yet they fail to realize its true effect works like a shadow, following a person, slowly creeping into his or her thoughts, working its mind control. It is neither flying fowl or airborne aircraft, but rather something much more mundane and overlooked. It is advertising. Some may see this as being a malevolent force, having powers too great, powers that could corrupt the minds of the unsuspecting masses.…

    • 575 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    As a result, the advertisement supports gender stereotypes by perpetuating males with domineering attitudes while women are left to be passive and helpless. Although the woman may appear to be allowing this kind of behavior, this is only portraying the woman as a target due to her feminine figure being shown in a degrading manner. She is viewed as less than due to the position she is in, all the men are overlooking her and she quickly becomes the target for the men. Jean Kilbourne in the article "Two Ways a Woman Can Get Hurt" goes into great detail explaining how advertisements can affect females in society.…

    • 1653 Words
    • 7 Pages
    Superior Essays
  • Improved Essays

    The commercial is named “GirlsCan: Women Empowerment” created by CoverGirl. By using the appeals of ethos, pathos, and logos, CoverGirl was able to show how great it is to be a girl, and sell their products. The commercial shows a strong message on how girls are able to do as much things as a guy, it helps girls gain confidence. The ad starts by playing dramatic music with Ellen Degeneres saying “Girls Can’t”, followed by other famous stars stating what a girl can’t do such as playing hockey, rapping, and being funny.…

    • 999 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    Rhetorical Analysis of the COVERGIRL #GirlsCan Commercial Introduction How many times have women been told that they cannot be successful? Multiple women from various upbringings can answer that question and say an abundance of times. This is the main topic of the COVERGIRL…

    • 1552 Words
    • 7 Pages
    Superior Essays
  • Superior Essays

    The commercial, “#LikeAGirl”, by Always, focuses on how a girl’s confidence goes down when they hit puberty. ”#LikeAGirl” displays this by telling kids to run, throw and hit like a girl would. The commercial main point is to prove that doing things like a girl should not be used as an insult. Hitting puberty as a woman isn’t supposed to lower confidence. Many women who are athletes have proven that hitting puberty has made them stronger.…

    • 1429 Words
    • 6 Pages
    Superior Essays
  • Great Essays

    Women, as a whole, are sexualized and objectified through the media; therefore advertisements featuring female athletes are a fantastic opportunity to explore non-sexualized portrayals of women. The fact that these women are athletes cannot undo their sexualization in media. Regardless of their…

    • 1183 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    Annotated Bibliography "Always #LikeAGirl - Confidence Summit Announcing Partnership with TED." YouTube. YouTube, 7 July 2015. Web. 28 Feb. 2016.…

    • 1562 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    Analysis Of Like A Girl

    • 1450 Words
    • 6 Pages

    Applauded as a critical success as evident by the awards it has garnered as well as global recognition by the United Nations. The video became viral during its initial run as over 90 million people viewed the video along with over a million shares leading to a creation of “sequel” to the advertisement the following year. Their usage of different gender and age groups reflected on the potentially disastrous effects of the narrative on not only their self-confidence and worth but their perception by others (primarily males) as well as the inhibiting their true potential. These arguments were portrayed incredibly through these rhetorical devices arguing against the malicious turn of phrase. Whether consciously or not we have all experienced some form of interaction with this mentality of women having an innate limitation to their abilities as evident by the phrase “like a girl”.…

    • 1450 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    ”(Tedtalk 2014) The problem is that women are being too sxualized in too many ways in ads and commercials (Advertisements) plays a big role on influencing and shaping how women are seen in society. She adds that sexulization is more pornographic than ever, and also normalized [Kilbourne 2014]. In an anecdote, Kilbourne described that she would collect advertisements and as she did so she began to see a pattern about what it means to be a women in the culture. This video describes,focuses on the ways that women are sexulized and the impact it has on there self esteem.…

    • 1091 Words
    • 4 Pages
    Improved Essays
  • Superior Essays

    In general, people tend to care about kids. Focusing on adult women may lose the interest of men, younger people, and even other women who simply do not care. Children however, have an innocence that holds the attention of viewers. Fama Francisco, vice president of Global Always told the Huffington Post, “The deep consumer insight and understanding made us really step back and think, ‘ What are the things that really contribute to that and how can we make a difference?” (Berman, 2015).…

    • 1132 Words
    • 5 Pages
    Superior Essays
  • Great Essays

    Companies are always looking for new, enticing and creative ways to advertise to their target audience in a rapidly changing society. Where companies need to be careful not to arouse controversy with their adverts. I will be looking at how a single company, Budweiser, have adapted their marketing in the last 47 years by comparing two of their adverts. The first advert I will be looking at was published in 1963, it is a single image with a text overlay.…

    • 1267 Words
    • 6 Pages
    Great Essays
  • Superior Essays

    The ones most affected by this ad are young women that are constantly worried of how they look, because society has this ideal way that a women has to look like, tall, slim with big breast and behind. This portrayal of women in society usually leads girls to have low-self esteem, and start to feel pressure that they have to look a certain way. Showing that there still is a problem and it is continuing to grow more and more, and young girls are being portrayed as sexual objects. In a reaerch conducted by Wesleyan University they examine 1,988 adverstimeny from well know magazine and cocluded, “that half of them show women as sex objects. A woman was considered a sex object depending on her posture, facial expression, make-up, activity, camera angle and amount of skin shown.…

    • 2055 Words
    • 9 Pages
    Superior Essays

Related Topics