Dr AL Sharada
Oct 21, 2020

Creative Critique from a gender lens: 5-16 October

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

Dr Sharada reviews films from the last fortnight
Dr Sharada reviews films from the last fortnight
The ad plays on the word honey and makes the viewers alert when a man calls a woman in the super market ‘honey’ and points out that we cannot call every woman honey the way we cannot call every honey Dabur honey. Interesting, as it conveys in a way that it is unwelcome to use the expression ‘honey’ while talking to strangers. An unintended message?
 
GS Score 3.25/5
 
Builds hype around IPL. Good to see more women being crazy about cricket, as cricket is often projected as a sport enjoyed by men.
 
GS Score 3.25/5
 

Good to see male superstars promoting washing machines!! 
 
GS Score 3.25/5
 

The new normal is presented in diverse contexts. The ad reflects the men and women interacting on equal terms. The super efficient woman, the paranoid man, the smart men and the naughty young girl, all reflect the new normal of online transactions and engagement.
 
GS Score: 3.5/5
 
Just to think a man can impress a woman with put-on compassion for an elderly lady is so passe'!!!. Can we stop stereotyping men and boys? 
 
GS Score: 2.5/5
 
 
While the ad shows a man cooking, it is so stereotypical to show him as a bad cook! It makes it look a man cooking as an aberration and a bad idea.
 
GS Score 2.75/5
 
 
A celebrity centred ad with no voice and role for the woman. It is important to show women as active, speaking and thinking persons in ads, especially in ads with male celebrities.  Such portrayal  would help promote greater inclusiveness and participation at homes and in organisations when woman are shown speaking, countering and making decisions. 
 
GS Score: 3/5
 
The ad makes me uncomfortable. Does a woman have to be the ideal housewife, mother, wife, mother etc + an entrepreneur. Is she socially accepted only then? Why this excessive burden on women? How about redefining the gender roles so that she gets her space to pursue her ambitions while others also fulfill their roles and responsibilities at home?
 
GS Score: 2.5/5
 
 

A perfect example of how women and men are portrayed in ads. The sexy woman and the macho man! It is about the body language, the gestures, the presentation. 
 
GS Score: 2/5
 
The ads show both parents being involved in the education of their children, both daughters and sons. In a social context there is a certain bias against investing in providing equal educational opportunities such repeated  portrayals are required to influence behaviours and attitudes
 
GS Score: 3.5/5

 

Source:
Campaign India

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