wonders whether the “New Woman” is appropriately reflected in adland or...
Once, not very long ago, women portrayed in advertising
reflected all the pristine virtues of Nirupa Roy – aka, Mother Earth! Eternally sacrificing, unconditionally loving, caring and forgiving, she was the definitive 24x7 giver, wanting (or expecting) nothing in return except the well-being of her family. Excuse me, but what about her life, needs, wants, dreams, desires and aspirations? “What dreams, drives, desires are you babbling about, dummy? What crap are you letting fly, you regressive moron? She is a mother, okay and this is her life, okay?!” hisses a seven-star chauvinist pig! Today, as we bogey towards the end of ’07, has this Stone Age projection of women in adville moved on? Is it keeping pace with times? Is it more real, contemporary, authentic? Is the new Indian woman – cool, confident, aspirational, successful, multi-tasking – coming through or is Adville hemming and hawing, paying lip-service, indulging in tokenism, playing safe by re-enforcing the stereotypes?
Voices and opinions differ. Young ad person Dolly Jha believes that too little is done towards it. For every Frankfinn ad, there are a whole clutch of stuff depicting women as bimbos and sex objects. “The male-specific product category are the worst offenders – gutkas, shaving creams, deos, Maruti SX4 – pushing the pseudo-sophisticated button to up the ante. Disgusting!”
Journo Roma Kapadia disagrees. “Firstly, change doesn’t happen overnight; it takes time. Secondly, advertising is neither about morality nor approximating reality in a manner that makes everyone happy. It is a seductive marketing tool with a one-point programme – to sell! The guys behind these ads are not dumb. They are professionals who have a very tough job to do in a competitive market place. Surely they know what they are doing” Overall, she believes that Adville is on the right path.
Roma could be right. Smart n’ sassy gals in tees; Young, bright and attractive women scoring brownie points in the boardrooms; Independent young lasses choosing their life-partners or colour of Scooties, in style; Girlie gangs whooping it up – or being wooed by romantic hubbies play-acting as “chefs”… all these images are flashing across present day ad content on TV.
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Source : IIPM Editorial, 2008
Once, not very long ago, women portrayed in advertising
reflected all the pristine virtues of Nirupa Roy – aka, Mother Earth! Eternally sacrificing, unconditionally loving, caring and forgiving, she was the definitive 24x7 giver, wanting (or expecting) nothing in return except the well-being of her family. Excuse me, but what about her life, needs, wants, dreams, desires and aspirations? “What dreams, drives, desires are you babbling about, dummy? What crap are you letting fly, you regressive moron? She is a mother, okay and this is her life, okay?!” hisses a seven-star chauvinist pig! Today, as we bogey towards the end of ’07, has this Stone Age projection of women in adville moved on? Is it keeping pace with times? Is it more real, contemporary, authentic? Is the new Indian woman – cool, confident, aspirational, successful, multi-tasking – coming through or is Adville hemming and hawing, paying lip-service, indulging in tokenism, playing safe by re-enforcing the stereotypes?Voices and opinions differ. Young ad person Dolly Jha believes that too little is done towards it. For every Frankfinn ad, there are a whole clutch of stuff depicting women as bimbos and sex objects. “The male-specific product category are the worst offenders – gutkas, shaving creams, deos, Maruti SX4 – pushing the pseudo-sophisticated button to up the ante. Disgusting!”
Journo Roma Kapadia disagrees. “Firstly, change doesn’t happen overnight; it takes time. Secondly, advertising is neither about morality nor approximating reality in a manner that makes everyone happy. It is a seductive marketing tool with a one-point programme – to sell! The guys behind these ads are not dumb. They are professionals who have a very tough job to do in a competitive market place. Surely they know what they are doing” Overall, she believes that Adville is on the right path.
Roma could be right. Smart n’ sassy gals in tees; Young, bright and attractive women scoring brownie points in the boardrooms; Independent young lasses choosing their life-partners or colour of Scooties, in style; Girlie gangs whooping it up – or being wooed by romantic hubbies play-acting as “chefs”… all these images are flashing across present day ad content on TV.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
