Dr AL Sharada
Sep 03, 2021

Creative critique from a gender lens: 23-27 August

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

Creative critique from a gender lens: 23-27 August

While the ad uses the usual dilemma of husbands and boyfriends regarding what to gift to their wives and girlfriends, it does two things differently. Firstly, it shows a woman among the man’s friends; it isn’t just a boys’ club (although, this could be because they thought only a woman could talk about a woman's jewellery brand), which is refreshing. Secondly, it shows the man and the woman in the kitchen cooking rather than in the bedroom or in some romantic locale. 
 
Gender Sensitivity Score (GSS): 3.25/5
 

How nice it would have been if they showed a woman as the inspector or as the inspector’s assistant? Particularly, because women play such an important role in the cultivation and cooking of rice, as well. Also, why should a man be shown at the head of the table, always? How difficult is it to break this stereotype?
 
GSS: 2.75/5
 

The ad depicts a couple supporting each other and reversing the typical gender roles. While the man is shown preparing the tea, the woman is shown playing cricket with her son. It is interesting to note that the role reversal is shown in a very normal fashion.
 
GSS: 4/5
 

A hyper mom, again! Please, spare us the glorification of obsessive mothers. Dads also have a role in child care.
 
GSS: 2.75/5
 

An interesting ad that celebrates Paralympians. However, the voiceover sounds aggressive and macho, and the expressions 'taane palat de', 'gali ko taali bana de', repeat the narrative of revenge rather than that of the positive traits of grit and determination.
 
GSS: 2.75/5
Source:
Campaign India

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