Creative critique from a gender lens: 6-10 September

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

Sep 17, 2021 03:28:00 AM | Article | Dr AL Sharada

The ad conveys the wrong message that consuming one spoon of Sugar Free Green is equal to walking one kilometre. It does not burn calories. It only stops you from putting on weight weight from empty calories that come from a spoonful of sugar. If I conclude, after watching the ad, that If I consume four spoons of Sugar Free Green, would I get the benefit of walking four kilometres every day, am I correct? A very misleading ad. 
Gender Sensitivity Score (GSS): 1/5

Three humorous ad films showing the various types of LED bulbs in different contexts. There was enough scope to show a diversity of people. Yet, not even one female character in any of the ads. Why so? 
GSS: 2/5

The ad gives equal screen space to boys and girls and shows girls engaged in solving maths and other technical subjects. It also shows a father getting his daughter to do her homework. However, it sticks to the stereotype of women as teachers and mothers. 
GSS: 4/5

The film shows the woman taking the initiative, exercising her choice and being an equal partner in the relationship. The ad has no machismo and demure submissiveness that is so common in condom ads. 
GS Score: 3.75/5

This eight-minute long film on consent, which is part of Tinder's campaign 'Let's talk consent', moves beyond sexual violence to behaviours that are based on a sense of entitlement, and an insensitivity to a partner’s non-verbal cues and breaching of privacy and confidentiality norms. I found the film dragging a bit and it did not hold my attention for long. However, the nuanced message on consent is very relevant and important. 
GSS: 4.25/5

This is a set of two ads focusing on an important aspect of career planning ­– continuous education and updating of skills. Since it has a very charismatic celebrity, Virat Kohli, urging people to face the competition by updating skills, it would have been very appropriate if at least one ad had featured a young woman. Since more women are dropping out of jobs for various reasons, we must address the issue in our communication, wherever possible.
GSS: 2.25/5