Procter & Gamble | Always 'Like a Girl' (2015)
https://www.youtube.com/embed/5yLXrWLvwAo
Messaging: This ad's scenario (narrative) centres on 'gender norms' (pivoting around discriminatory practices/stereotypes). Given this, it is an ad and not intended as entertainment. In this sense, its purpose (as with all ads) is to present a proposition, which is appealing to a prospective consumer. This ad does this through appealing the sense of fairness/fair play of an assumed audience. In closely targeting such and audience, the ad represents a case of the phenomenon of http://trigg.gr/tag/TheoryFemvertising#145678B904335;C3 Bibliography: Iqbal, N. (2015, October 12). "Femvertising: how brands are selling #empowerment to women". The Guardian. https://www.theguardian.com/lifeandstyle/2015/oct/12/femvertising-branded-feminism Hunt, A. R. (2017). 'Selling Empowerment'. In University Repository at Boston College. https://ur.bc.edu/islandora/selling-empowerment https://ur.bc.edu/system/files/2025-04/bc-ir107483.pdf
