This Girl Can 

Women Empowerment 

This advert was produced to beat inactivity and to help empower women to support the feminism movement.  The vast array of women help this video become relatable to all female, including a range of sizes, ethnicity and ages. Throughout the women are shown as strong, powerful and capable- this is aided by the high key lighting which has connotations of strength because of the brightness. The use of close-ups creates a sense of realism because you see the facial expressions in detail and the audience get a feel of how much they have pushed themselves and how proud this is making them feel. The sweat is also highlighted by the high key lighting and close ups which, personally, i believe helps to create a sense of bravery and strength for they are not caring of what others think and are comfortable in their own bodies. The smiles on their faces also help create this sense of empowerment and strength because they are happy and it has a positive effect on the audience for smiles are contagious ; this leads to the overall positive representation of women and exercise which was create to empower and encourage women. The use of the music 'Get Your Freak On' by Missy Elliot is important for it adds to the idea of independence and success that this video implies. Elliot is a motivated and powerful woman who has succeeded despite her size and race, which would have been looked down on only several decades ago. This is down to videos and ideas such as the ones this text employs, for it helps to create a stronger movement in which ideas blossom and grown until they are accepted by all.  When the track pauses for a moment in the music video and the diegetic breathing is highlighted it helps, again, to create a sense of realism. Also when the music starts up again and the women continue on their journey it illustrates just how motivated they really are because they didn't give up, even when they thought they had reached their limit they carried on pushing- to me this demonstrates true strength. This video effectively supports the feminist movement for it's target audience is largely women and through the technical codes and styles the media producers have created this sense of empowerment that will motivate women. Another big aim for this video was to encourage exercising within the community, not only women, and through the array of people portrayed in this video, I think all would have found it appealing and empowering.