The "This Girl Can' campaign is a promotional video to try and encourage women to get involved with sport, to stay healthy and not to loose weight. However, this video challenges the stereotype of women usually seen in magazines and adverts as it shows women of all shapes, sizes, race and age. Women are often sexualised in the media but this video doesn't sexualise women because the environment means that the women in the video do not need to be sexualised to sell or promote something.
Usually scenes like this that have a camera shot of her bum would be sexualised because she is wearing little clothing, but she is at a swimming pool which shows that she is there to exercise and not sell a product, which is seen in the David Beckham H&M advert.
The background music (Missy Elliott "Get ur freak on') is used to inspire and motivate women watching this video, because it suggests that women should not be embarrassed and self conscious when playing sport or working out because you should enjoy what you're doing even if you 'jiggle'
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