Creative critique from a gender lens: 12-16 September

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

Sep 22, 2022 05:37:00 PM | Article | Dr AL Sharada

What did not work:

  

Lead

The ad portrays parents as deserving of pity rather than appreciation and pride. It typecasts both the father and mother into a provider and a nurturer respectively. How about women who work hard to give the best to their daughters and sons and fathers who look after their nutrition and comfort at home? Why should they look so sad and unhappy?

 

Gender Sensitivity Score (GSS): 2.5/5

 

Special mention:

 

Manyavar

The ad may appear funny, but it is offensive when we see it from the perspective of branding people who do not follow a particular fashion trend as being unacceptable boors. It shows the brand as arrogant, snooty and snobbish. 

 

GSS: 2.75/5 

 

Other ads from last week:

 

Cleartrip

GSS: 3/5

 

Cipla

GSS: 3/5

 

Cadbury Dairy Milk

GSS: 3/5

 

7Up

GSS: 3/5

 

Xiaomi

GSS: 3/5

 

Budweiser

GSS: 2.75/5

 

Apollo Tyres

GSS: 2.5/5

 

Sugar Cosmetics

GSS: 2.75/5

 

Motilal Oswal

GSS: 2.75/5

 

Jovees Herbal

GSS: 2.75/5

 

Bombae

GSS: 2.75/5