Dr AL Sharada
Dec 09, 2021

Creative critique from a gender lens: 29 Nov-3 Dec

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

Creative critique from a gender lens: 29 Nov-3 Dec
 
 
The ad features a girl who is self-confident, empowered and fun-loving. It shows her as being someone in her own right - an artist having the confidence to take the initiative in furthering an interaction with the man she finds attractive. 
 
Gender Sensitivity Score (GSS): 4/5
 

Touches upon the important issue of addiction to online games. However, the ad furthers the general perception that boys are the ones who are addicted to online gaming. According to a report in Forbes, in Asia which accounts for 48% of the world’s total gaming revenue, women now make up 40-45% of the Asian gaming population. 
 
GSS: 2.5/5
 

Men value their bikes and others' bikes more than the women in their life, according to the ad. It subtly brings the undervaluing of women and the ease with which they are violated in society.
 
GSS: 4/5/5
 
 
 
A very stereotypical ad that glorifies the overprotective mother and places the onus of ensuring the safety of the child in her hands, alone. 
 
GSS: 2.5/5
 
 
 
Has a fair representation of men and women as enthusiastic watchers of the celestial event.
 
GSS: 3.25/5
 
 
 
The creative team deserves kudos for featuring a female and a male athlete competing on an international platform, for two equally physically challenging sports - weightlifting and wrestling. It shows how a woman also faces and deals with pain to achieve her aspirations and also that these sports are not easy for a man either.
 
GSS: 4.5/5
Source:
Campaign India

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