`` Like A Girl `` Is Not An Insult - 1481 Words

During the 2015 Super Bowl, Always, Proctor and Gamble’s line of feminine hygiene products, aired a simple but powerful and sobering one-minute advertisement. This ad aimed to provoke intellectual thought and conversation surrounding negative gender stereotypes by taking the idiomatic phrase, â€Å"like a girl,† and re-appropriating it to show viewers that doing or performing something â€Å"like a girl† is not an insult. The argument made was that â€Å"like a girl† is not a derogatory phrase, and should not be used to suggest or imply that someone is overly emotional, weak, or useless. According to Fama Francisco, Always’ global vice-president, the company’s desire was to â€Å"change the meaning of like a girl from an insult into something positive and†¦show more content†¦Method In order to complete this analysis, I watched the full, three-minute version of the #LikeAGirl advertisement several different times. Each time I view ed it, I wrote down the ways in which the different participants responded to the questions asked by the director. I noted the deeper implications of their responses, such as how these individuals could have come to the conclusions that they did. I also recorded how their attitudes changed from the start of the ad to the end. As detailed in the introduction above, in my analysis I employed the feminist perspective method to aid in parsing the various perspectives and ideas illustrated within the #LikeAGirl advertisement. I chose this method because I believe the ideals and goals of the feminist perspective method are effectively exemplified through the #LikeAGirl campaign. For example, one of the objectives of this campaign was to challenge the dominant ideology and negative connotation of doing something â€Å"like a girl.† According to the feminist perspective method, by highlighting this idea we are able to show how â€Å"hegemony [has been] constructed and perpetuatedâ⠂¬  and also demonstrate something that we can â€Å"change to make the world a better place for all people† (Sellnow, 2010, p. 98). Literature Review In order to fully appreciate an analysis of the #LikeAGirl campaign, we must take a brief look back at the history of feminism and its role in