Creative critique from a gender lens: 3-7 January

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

Jan 14, 2022 04:09:00 AM | Article | Dr AL Sharada

What worked
 
 
It is for the first time that I have seen an ad for adult diapers featuring an elderly woman. And, a woman who is so full of life and chutzpah, enjoying a cricket match wearing her team's T-shirt and the dry pants to not miss any part of the match. It is not very often that we find women, leave alone elderly women, enjoying sports. Women have more issues of incontinence as they age and we must speak about it without a sense of shame. 
 
Gender Sensitivity Score (GSS): 4.5/5
 
It is a very positive and empowering ad. It shows three young women meeting at a bar to have a good time, thus normalising women going to a bar, which is often looked down upon in some segments of our society. It makes the unsolicited intrusion of the man sending a drink to the young woman look so uncool. Finally, it shows the young woman dealing with this intrusion with dignity and poise putting the man in his place.
 
GSS: 4.5/5
 
What didn't work
 
The ad once again falls into the trap of showing mothers as having no other ambition than to get involved in their child's activities. How about a woman opting for Kellogg's for breakfast, so that she has some time for herself while the child is getting her nutrition. So empowering for both! Too radical a thought?
 
GSS: 2.5/5
 
 
The ad once again glorifies the whole practice of hordes of family members coming to 'see' the girl in an arranged marriage context, which should be avoided to stop the practice that could be very humiliating to many young women. The young woman is shown as not being her confident self but playing to the audience. Though humorous, the ad does not portray the woman in a positive light. 
 
GSS: 2.5/5
 
Other ads from last week:
 
GSS: 3/5
 
GSS: 3/5
 
GSS: 3.5/5
 
GSS: 3/5
 
 
GSS: 3/5