To look online and find a TV advertising campaign and draw some conclusions about the following:

• Who is the target audience?
• What is the message being conveyed? 
• Is the message convincing if yes/no please explain?

The Guinness; Liberty fields

This advert completely subverts some stereotype such as obesity that people cannot run and exercise, because they are lazy. Yet in the very beginning of the advert that stereotype is completely ignored, with the women running for the train. Which some audience could feel encourage doing bigger people, and changing theory of Stuart Hall about stereotypes that society can change them, also other audiences could find it really funny, it can encourage the negative stereotype. The quote, “some saw us as strange” which can be true but also wrong. Also another stereotype of women features and image, ’pretty’ and ‘suitable’ women of the society would be skinny and have slim features. In the scene there is props of white dolls, which in Asia being white is trendy and to them it equals being beautiful. However, women that are different aren’t ‘strange’ but unique, especially with the scene of the women working out in the kitchen, sweating, while his mother watching the ‘perfect’ women on TV. It doesn’t discourage her but to prove to her mother that looks doesn’t mean everything and that she was only being herself. The stereotype of men just wanting to have pleasure with women and only see what that a women is for, is also subverted. Due to the long shot of men not watching her feature but the work she is doing. Yet still presenting those men has dominance over women, due to all the observers being male. Especially with the mistake she had done, yet continues as she doesn’t mind, as she isn’t ‘an embarrassment.’ Relating back to appearance being important, she lost a tooth, and doesn’t care for people to stare at her. All of those women, come together to play rugby, which makes all of those stereotypes of women seem pointless, since not every women is required to be what the society makes them to be. The cultivation theory suggests that women are petite and submissive, yet rugby is a violent and harsh game. The aim of the advert tries to target a female audience, as most men already drink beer, but the Guinness company are saying women should be pressured to only act like a women. If some are tomboy people, they shouldn’t drink alcohol be rubbish due to even a very feminine women should able to drink beer as well.The target audience is towards females as much as males, due to the main characters there is female. The message is very convincing due to presenting how powerful and empowering women are.