whats the target audience?

Through the uses of image manipulation, the advert being displayed is specifically aimed towards females using bright vibrant imagery while still invoking the appeal to achieve and gain prominence, breaking the norm of dependent and submissive female stereotypes. The ad uses a bold statement which females can relate and gain the need to achieve a sense affiliation and gain prominence is highly attractive and mainstream in today's society. Using bright imagery and defining characteristics of a female to relate towards a female audience as it uses a model within the conventions of an active portrayal thus deviating from advertisements which use decorative portrayal and objectification. The text in conjunction with a female model creates an empowering aesthetic inducing female audiences to become more affiliated with athletics. The model is displayed as an independent individual thus breaking the norms where society depicts that females are more reliant and dependent, this is apparent as the text instilled dominance taking the common phrase of “ladies first” and converting it as an empowering phrase to transcend societal norms. The use of specific diction ‘first’ in relation with females and the word ‘second’ correlating with males is a homage to a state where a female is portrayed as a reliant female dependent on others whereas the advert uses this diction as an empowering statement. The use of an active portrayal supports the use of bold empowering statements inducing the need to achieve and dominance. The advertisement plays with pathos mostly as the use of specific diction induced that sense of affiliation and prominence, it also evokes to break societal norms as it correlates with the model actively portraying as an athlete.