Creative critique from a gender lens: 8-12 March

Zee5

 

 

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

 

Ashirvad

 

 

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

 

Slice

 

 

A highly sexualised presentation of the product, which is consistent with its previous advertisements. 

 

GS Score: 1/5

 

HDFC Ergo

 

 

The advertisement barely has any representation of women, and when it does, it is stereotypical. 

 

GS Score: 2/5

 

Complan

 

 

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

 

Fastrack

 

 

This ad has a balanced representation of men and women.

 

GS Score: 3.2/5

 

Dole Juice Gel+

 

 

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

 

Gradeup

 

 

A generic advertisement on another latest line of study and exam preparation online services and products. 

 

Gender Score: 3/5

 

Acko

 

 

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

 

Facebook

 

 

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