Gender and Science
Factual Information: Background
This advertisement titled “When I Grow Up…” (http://www.youtube.com/watch?v=z4EnbqP5_2E) aims to promote L’Oreal Foundation and UNESCO’s joint partnership programme, “For Women in Science.” The programme recognises outstanding female scientists and encourage female participation in science. The ad was published in March 2013. It was in line with L’Oreal-UNESCO celebrating their 15th anniversary programme and having their 2013 Award Ceremony of awarding top female scientists every year.
The advertisement targets women of all ages, encouraging them to endeavor in science. This is seen in the video’s central message that “science needs women.” The ad may seem more directed towards girls, hoping to inspire girls to develop similar aspirations in science as exemplified by the four girls in the ad. It target girls at their formative age because it is where our mindsets towards science are formed that determines our future career choices in science. However, the ad also appeals to women. It reminds women of the basic thrust of science that is build upon discovering our surrounding phenomena and serves to deconstruct false assumptions of science that have been promoted in society. It highlights to women that we are all able to access science if we would adopt the inquisitive mind of a child.
Composition and Interpretation
The message of the advertisement to women is that we are all naturally scientists and have an innate ability to be in science. This is conveyed through the use of girls as central characters in the ad. It suggests that if children are suitable for science, anyone else will be able to do so as well. In the ad, the girls are all engaging in play, being fascinated and curios of their surroundings. It highlights the innate quality in children that makes us all scientists, which is their inquisitive spirit and mind that forms the thrust of scientific enquiry and discovery. This sense of curiosity was naturally
This advertisement titled “When I Grow Up…” (http://www.youtube.com/watch?v=z4EnbqP5_2E) aims to promote L’Oreal Foundation and UNESCO’s joint partnership programme, “For Women in Science.” The programme recognises outstanding female scientists and encourage female participation in science. The ad was published in March 2013. It was in line with L’Oreal-UNESCO celebrating their 15th anniversary programme and having their 2013 Award Ceremony of awarding top female scientists every year.
The advertisement targets women of all ages, encouraging them to endeavor in science. This is seen in the video’s central message that “science needs women.” The ad may seem more directed towards girls, hoping to inspire girls to develop similar aspirations in science as exemplified by the four girls in the ad. It target girls at their formative age because it is where our mindsets towards science are formed that determines our future career choices in science. However, the ad also appeals to women. It reminds women of the basic thrust of science that is build upon discovering our surrounding phenomena and serves to deconstruct false assumptions of science that have been promoted in society. It highlights to women that we are all able to access science if we would adopt the inquisitive mind of a child.
Composition and Interpretation
The message of the advertisement to women is that we are all naturally scientists and have an innate ability to be in science. This is conveyed through the use of girls as central characters in the ad. It suggests that if children are suitable for science, anyone else will be able to do so as well. In the ad, the girls are all engaging in play, being fascinated and curios of their surroundings. It highlights the innate quality in children that makes us all scientists, which is their inquisitive spirit and mind that forms the thrust of scientific enquiry and discovery. This sense of curiosity was naturally