Dr AL Sharada
Mar 22, 2020

Creative Critique from a gender lens: Ad reviews 16-22 March

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

Creative Critique from a gender lens: Ad reviews 16-22 March

Ford

 
Gender neutral.  GS Score: 3/5
 
Aurelia
 
Being comfortable with ourselves and making choices determined by our personal preferences and not by social trends indicates empowerment in true sense. The brand Aurelia, by projecting Disha Patani, a young achiever, effectively conveys the message not to be cowed down by others expectations but to have an identity of ones own.
  
GS Score 3.75/5
 
Asian Paints
 
 
Often, fat and brawny people are shown as stupid and are used for comic effect. This is exactly that, and the women being disrespecting and dismissive of her husband does not leave one feeling well for the brand or the ad. Such behaviour, whether on the part of men or women is offensive, isn't it? 
 
GS Score: 2/5
 
Parachute Advansed 
 
There are as many kinds of hair as there are people. The ad very aesthetically brings out women's relationship with their hair. It is true, hair apart from indicating health, also indicates desirability and attractiveness of a person. But that is not the case with  girls and women alone. Men also have bad hair days, spend time grooming it and take pride in it. Also, good hair does not necessarily mean long hair. By bringing in greater diversity the narrative could have moved beyond the stereotypical perception of long hair as an essential quality of a woman's beauty.  
 
GS Score 3.25/5
 
Ariel
 
It is true that most women get lesser number of hours of sleep than men, as women get up first and go to sleep last in the family. It is a serious health issue, and a gender issue. It is good to see a big brand like Ariel addressing it. 
 
But the ad looks contrived. Let's be realistic, washing clothes in an automatic machine does not require the woman to sit in front of it. I wish the ad had shown the husband and daughter sharing the household chores the next day apart from putting clothes in the machine rather than the mere tokenism of putting clothes in the machine, which I was under the impression was running. It trivialises the whole concept of sharing the load.
 
GS Score 3.75/5
 
Mint ChocOn
 
 
The ad shows the girl taking initiative on her first date and breaks the stereotype of girls for ever waiting for the young man to make the first move. 
GS Score 3.25/5
 
 

Dr Sharada is director, Population First. Every week she reviews a selection of ads on Campaign India.

Source:
Campaign India

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