Creative critique from a gender lens: 30 January - 3 February

Dr AL Sharada, director, Population First, reviews ads from last week on the basis of gender sensitivity

Feb 09, 2023 11:36:00 AM | Article | Campaign India Team Share -

What worked:

It is important to note that the ad features a girl and shows her yearning to learn, overcome fears, compete and succeed. We need more positive portrayals such as this one to overcome gender stereotypes in society which discourage girls from being adventurous, ambitious and yearning for success.

Gender Sensitivity Score (GSS): 3.5/5

Zivame

Once again Zivame comes up with an ad that desexualises women’s inner wear. It presents innerwear as playing an important role in enhancing the comfort of women in various activities of their daily life. Irrespective of whether they are adolescent girls or women, gymnasts or new mothers it normalises different body types moving beyond the size zero, fair models.

GSS: 3.75/5

What could have worked:

Kirloskar Oil Engines

A very inspiring ad acknowledging the various industries that are making our lives safe and comfortable and the contribution of Kirloskar Oil Engines to the same. However, wish the creative team placed a woman beside the man, with a helmet and with a similar demeanour of confidence and control. It is not just about tokenism.

Considering the limited participation of women in STEM subjects, we should use every opportunity to promote women in those fields and make a career in STEM fields attractive for young girls. Come to think of it, placing a picture of a young woman engineer would not have reduced the powerful communication. It would have only conveyed subliminally, more power to women as a core value of Kirloskar Oil Engines.

GSS: 3/5

Zlade Ballistic