Dr AL Sharada
Mar 16, 2021

Creative critique from a gender lens: 8-12 March

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

Creative critique from a gender lens: 8-12 March
Although the campaign widens the scope of the people watching television and getting entertainment anytime, it sticks to the stereotypical presentation of women watching soaps and serials and men watching sporting events.
GS Score: 2.5/5
The advertisement attempts to engage the audience and promote their product ­–water storage tanks – with humour. However, it indulges in reinforcing the stereotype of fat people as stupid by showing an obese woman trying to push an extra-large water tank through a door. 
GS Score: 1.75/5
A highly sexualised presentation of the product, which is consistent with its previous advertisements. 
GS Score: 1/5
The advertisement barely has any representation of women, and when it does, it is stereotypical. 
GS Score: 2/5
Although the product caters to both young girls and boys, through its packaging, the advertisement still comes across as a boy-centric product with a small glimpse of young girls swimming and winning the race. The advertisement could have had a much better and balanced representation.
GS Score: 2.5/5
This ad has a balanced representation of men and women.
GS Score: 3.2/5
Provides an insight into the work from home life for parents, in a hilarious take. A balanced representation of both parents having to work around their children’s antics while working, as well as taking care of their home. And the tagline, “Parenting hamesha good hona zaroori nahi, jelly hamesha bad hona zaroori nahi” definitely relieves the pressures of ideal parenting. However, much remains to be known of Dole Juice Gel + as a “healthy jelly” product.
GS Score: 3.5/5
A generic advertisement on another latest line of study and exam preparation online services and products. 
Gender Score: 3/5
Little representation of women in the advertisement, akin to tokenism, thus reinforcing the assumption that women do not engage or involve themselves with insurance as a product or service in their individual capacity.
GS Score: 2/5
An inspiring story of a football coach who shares videos of her players on Facebook which leads to a greater interest in the sport, as well as an appreciation of her work. This is a reflection that talent, dreams and aspirations are not bound by gender, state and ethnic background. This is an inclusive and heart-warming ad.
GS Score: 4.1/5


Campaign India