Dr AL Sharada
Nov 26, 2021

Creative critique from a gender lens: 15-19 November

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

Creative critique from a gender lens: 15-19 November

Casio India

The ad captures the changing times and changing technologies along with the enduring old values and the charm of the old times. The ad showcases the young girl as a self-confident child who is the first one to strike up a friendship. 

 

Gender Sensitivity Score (GSS): 3.25/5 

 

Star Sports

The ad includes women as much as men as ardent fans of the game. It is good to see that women are portrayed not just as fans but also as players. 

 

GSS: 3.5/5

 

MFine

While the ad shows the woman as confident and using the home service to get the medical check-up done for her husband, it continues to project the woman as the one responsible for the caregiving role. 

 

GSS: 3.25/5

 

Horlicks

Considering that women get less family support and medical investment for chronic illnesses like diabetes, the ad is very male-centric. The picture on the product, the main protagonist and also the expert are men and the ad totally invisibilises women.

 

GSS: 2/5

 

Skore

A humorous ad that promotes the pleasure products in a subtle and non-sleazy fashion.

 

GSS: 3/5

 

Godrej Properties

A lovely ad that captures the small pleasure of seeing flowers and vegetables growing in our garden. It is interesting to note that the ad features an elderly man and not a woman, for a change

 

GSS: 3/5

Source:
Campaign India

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