We've all heard the rhyme "sticks and stones may break my bones, but words will never hurt me." Always's #LikeAGirl advertising campaign attempts to challenge this age-old axiom. In this ad, Always uses a strong emotional appeal to empower pre- and post-pubescent girls, to reclaim the phrase as positive, and to demonstrate exactly how amazing it is to be a girl. However, the audience for this ad is not limited to the consumers it aims to market to. Always market this ad to parents purchasing feminine hygiene products for their daughters as well. By exposing the latent sexism of this common dig, it sends a message to parents that they need to help empower their daughters and teach their sons that these comments can be hurtful. The successful combination of rhetorical devices demonstrates that this advertising campaign has achieved its intended objective. The main goal of the commercial is to interview people of all ages who interpret the phrase "like a girl". The director asks the first young woman to show what it means to run like a girl, at which point the teenager begins running in place, moving her arms indiscriminately and making sure her hair stays that way. The director asks the same thing of a young woman. The commercial uses actors of different ages and races to reinforce the idea that this is something all girls face. At the beginning of the commercial, the female director instructs the young men to run like a girl, throw like a girl and fight like a girl while soft, somber music plays in the background. This signals to the audience that this should be sad and wrong. The use of this particular background music highlights Always