Dr AL Sharada
Aug 06, 2021

Creative critique from a gender lens: 26-30 July

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

Creative critique from a gender lens: 26-30 July
Although the ad talks of sacrifices, it does not get too emotional. It also portrays parents from different economic strata. It shows a father bonding with his daughter and a mother working on the computer. These are small changes but are definitely worth appreciating. 
GSS: 3.25/5
Why are only women featured when it comes to buying and using toilet cleaners? Are sanitation and hygiene the responsibility of women alone?
Gender Sensitivity Score (GSS): 2.5/5
A good public service advertisement with an attractive incentive. A few more shots of women responding to the crisis and getting vaccinated would have made the ad more balanced. It would definitely work for young people. 
GSS: 3/5
A stereotypical hair colour ad featuring a celebrity being insecure about a strand of grey hair. 
GSS: 2.5/5
Once again, we find an overweight woman shown as being greedy. This kind of portrayal is very harmful. Many people are obese not because they are greedy, dumb or lazy but because of several other factors. It’s high time we stop this sort of stereotyping.
GSS: 2/5
It’s good to see a woman editor featured in the ad. The visibility of women in technical jobs within the film industry is poor. It is important to acknowledge their presence as well as their contribution to filmmaking.
GSS: 3.25/5
The ad gives out an important message – 'Read Responsibly, Share Responsibly' – urging its readers to be cautious about fake news. It is an established fact that women feature less often in news and views. Now, they are undermined as readers as well. How come there is only one woman against five men endorsing the paper? Does The Free Press Journal cater exclusively to men?
GSS: 2.5/5
Campaign India

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