Dr AL Sharada
Oct 01, 2021

Creative critique from a gender lens: 20-24 September

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

Creative critique from a gender lens: 20-24 September

Interesting to note that the ad gives equal visibility to female fans as well in the visuals.
 
Gender Sensitivity Score (GSS): 3.25/5
 
 

Addresses the issue of undervaluing the efforts of women towards career goals by men. The ad by featuring a woman rather than a man subtly conveys that women could also upskill and move ahead in their careers.
 
GSS: 3.5/5
 

Once again by choosing a woman over a man to present the unique features of Slice, a credit facility, the ad breaks free of the stereotype that financial products are to be promoted by men for men.
 
GSS: 3.25/5
 
 
The presence and visibility of the girl in the ad is a welcome change. The ad also shows both mothers and fathers equally concerned about children's education.
 
GSS: 3.25/5
 
 
An interesting narrative focusing on the vulnerability of a young man going through a break-up. The young woman, on the other hand, is shown as confident and more mature in handling the break-up. 
 
GSS: 3.75/5
 
 
A celebrity-driven ad with only men and boys. Sticks to the stereotype that men and boys are more interested in sports than women.
 
GSS: 2.5/5
 
 
The two-ad campaign features a woman also dealing in cryptocurrency, which is still a new product in the market with very little awareness and understanding about it among the general public.  
GSS: 3.25/5
 
 
Good to see a woman participating in a motor cycle rally. But the endorsement of the product still comes from a male doctor, the woman athlete has no clue about how to deal with a sprain!! So helpless.
 
GSS: 3.25/5
 

A perfectly stereotypical ad featuring a celebrity, small businessmen from a particular merchant community and woman nurses! 
 
GSS: 2.5/5
Source:
Campaign India