Dr AL Sharada
Jan 08, 2021

Creative critique from a gender lens: 28-31 December

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

Creative critique from a gender lens: 28-31 December

It is a fact that men and women get physically attracted to each other. A 'handsome' man and a 'beautiful' woman, whichever way they are defined, attract the opposite sex. Using this fact, the ad uses a Bollywood hunk and makes him lift his vest to reveal his six pack to get the admiration of the young women. In a way it blatantly objectifies the body of the man and commodifies it like the way women's bodies are often commodified in advertisements.
GS Score: 1.5/5

The ad has a typical cowboy setting with two macho men. It cannot get more stereotypical.
GS Score: 2/5

The ad is based on the obsession of teens with social media. While trying to say the engagement should be more fun and less stress, it ends up normalising the obsession with social media among teens. Thus the ad remains stereotypical, portraying a girl as being desperate for approval from her peers.
GS Score: 2.25/5

The ad is set in a very male-dominated setting with all speaking and decision making roles being taken up by men. The women are just in the background. background.
GS Score: 2.5/5

Though the ad focuses on the problem of dry skin and the smoothness that the product brings to the body, the camera does not linger on any part of the celebrity's body and her expressions are without any sexual and sensual undertones. A welcome change from the general tendency to sexualise and objectify women's bodies, particularly if they are young celebrities.
GS Score: 3.5/5

2020 has actually made most of us forget what it is to be outside home, accessing the world beyond home. While highlighting the desire of the young people to leave 2020 behind and start 2021 on a new note, the ad also brings out the need to be cautious with its tag line 'Saal khatam hua hai, khatra nahi'. Considering that the audience of MTV is predominantly young people, it reflects the brand's commitment to promote more responsible behaviour among them.
GS Score: 3/5

A humorous ad that shows how difficult situations could be if we are all truthful and honest. Yet, in this whole depiction of a dishonest world, there is no place for women and girls. Totally male-centric ad, it misses an opportunity to project women in any of the many roles depicted in the ad. Are women incapable of being untruthful and dishonest, I wonder.
GS Score : 2.5/5
Campaign India

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