Today, feminism has been a hot topic for discussion. Defining feminism has ignited this argument as artist and political figure have expressed their passion toward gender equality. Celebrities, who have completely different followings, like Beyonce, Emma Watson, Ashton Kutcher and many more have used their popularity as a platform to be a voice for women everywhere.In an attempt to rebrand their company, ANZ bank releases an advertisement show their support for women’s financial stability and equality. In the new advertisement writers take the feminist side and use young girls to change the audience perspective on what the equality means for girls of all ages. This ad challenges the “antifeminist” and evokes a sense of sympathy towards the helpless young girls and the future that lies ahead of them that they cannot yet control. ANZ uses young girls from all over the world to appeal to the self-acclaimed “feminist”, as well as a broader audience that could associate themselves with a young girl or young women personally, through emotional and ethical means as well as factual evidence in dialogue.
These little girls are shown in a dark, warehouse-like room, surrounded by mounds of books filled with lists of limitations they should expect to face as women. They are spouting out statistics about women’s roles today as a young Asian girl with her nose inside a book looks up and cuts her eyes around the room. She explodes from her hunch, screams “Enough!”, and uses karate to express her frustration. The emotional and physical reaction of the young girl reflects ANZ’s passion for a change in the “system”.
Ironically, the diverse cultures represented in the advertisement are used in the ad to create a sense of unity between the women ...
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...and the people against the feminist title, typically men, believe it 's about a woman 's work ethic that can get her where she needs to be.ANZ wants to bridge that gap and create an audience out of anyone who is willing to feel some compassion towards these girls. The statistics are obviously against women in the commercial but ANZ has created the ad to show their support for women in a practical way, through their finances. By using young girls of all different races, they not only show their passion for people from different backgrounds but also people in different circumstances. ANZ has a heart for women and a passion to help them beat the odds as far as finances are concerned. Women should be given every opportunity that men are given; ANZ realizes that it is going to take more than a group of women calling themselves “feminist” to initiate this change.
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