Dr AL Sharada
Jun 10, 2021

Creative critique from a gender lens: 1-4 June

Dr AL Sharada, director, Population First, reviews a selection of ads from last week

Creative critique from a gender lens: 1-4 June

A very relevant ad directed at children. Presents a fairly good regional diversity as well as gives equal representation to boys and girls.
 
Gender Senstivity Score (GSS) 3.5/5
 

A good initiative to reach services to the poor in remote areas. The ad shows both men and women benefitting from the services. However, it would have been more inclusive if it had depicted women service providers as well. The creative team could have avoided the gender stereotype, by showing a girl instead of a boy who loves to play in the pond every day.
 
GSS: 3/5
 

Good to see two men cooking and enjoying food. Hope it would motivate more men to try cooking
 
GSS: 3/5
 

A powerful ad that calls out the irresponsible behaviour of people when it comes to wearing masks. 
 
GSS: 3/5
 

 
A very typical soap ad with beautiful women with glowing complexions, with men missing totally as consumers. 
 
GSS: 2.5/5
 
 

It is interesting to note that the ad gives more screen time to girls in the ad for a dairy brand. It is important to show girls having nutritious food to counter the general gender prejudice which places the nutrition requirements of boys above that of girls. However, the ad still falls into the trap of stereotypes by showing only boys as sports champs and also having a boy in the graphic at the end, jumping into a pool of milk, promoting the product. 
 
GSS: 3.5/5
Source:
Campaign India