Creative critique from a gender lens: 18-22 April

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

Apr 28, 2022 10:38:00 AM | Article | Dr AL Sharada

What worked:

The ad features an empowered young woman keen on making a place of her own that even her father could call home. The ad stresses the desire and the need for independence among young women. This message is particularly significant in a country where women hesitate to own properties or even live independently.

Gender Sensitivity Score (GSS): 4/5

Global eSports

An innovative concept that uses virtual reality to mark a protest against a political situation that denies women cricketers from Afghanistan an opportunity to participate in the world cup. Not only does it express solidarity with the women cricketers but also creates awareness about the issue in an interesting manner.

GSS: 3.75/5

VIP Bags

This ad captures the social pressure on newly married couples, particularly the bride, to start a family immediately after marriage and advises them to travel and explore the world instead. Though the intent does not advocate delaying the first pregnancy, it inadvertently tries to convey an important message.

GSS: 3.5/5

What did not work:

Lead

The ad pays a rich tribute to the teachers, which resonates with many viewers. However, except for two shots of a male teacher and a physical Instructor, all the other teachers are women. While it is true that the teaching profession has a large number of women, since it's an extension of their child nurturing functions, the male teachers also constitute a large number. By not giving equal screen space to male and female teachers, the ad inadvertently reinforces the stereotype that teaching at the primary and middle school level is a predominantly female profession.

GSS: 2.75/5

Other films from last week:

India Gate