All forms of advertising, in an effort to position their goods and services in ways that are enticing to potential customers, touch the psyche of society. Especially advertisements in India, have unfortunately always played an active role in augmenting and propagating gender stereotypes. It’s pervasive and highly influential in shaping gender norms, attitudes and behavior.
Source:- https://www.mckinsey.com/featured-insights/india/reimagining-india
For instance, in an advertisement created by Hero Motocorp called Hero Salutes. Principally, the viewer might find nothing stereotypical in the ad, instead would think that it’s carrying a gratifying message. If one attentively analyses, the narration talks about saluting the heroes of India who selflessly serve the nation and protect us. Which the ad proclaims are the civil servants. Then why are all the artists playing the role of these HEROES only men? Why are women only seen as mere passengers and bystanders?
It normalizes the gender bias existing in occupations that are categorized as manly and feminine. It immeasurably emphasizes on women not having the potential to or even worse, shouldn’t be allowed to do these jobs which associate with strength, capability and independency. If the Real Heroes of India are being saluted, wouldn’t females like Kiran Bedi be incorporated? Rarely any automobile commercials feature women as drivers implying the target audience to be men, prominence vehicles are only meant for men.
If I would redraft the script, I would create a balance between the male and female theatricals rather than a gender dominant ad. Additionally, I would include examples of heroes from all genders to highlight their phenomenal work which would support the appreciation theme whilst correcting mindsets about occupational stereotypes. Informational narration could be adjoined to maintain the focus on the product rather than on the characters.
As another example let’s take, the Johnson’s Baby advertisement. In the commercial an actress is shown as a doctor who is also a mother. After returning home from work, she appears to take care of her child by bathing and massaging using the brand’s products. It uses narration conveying the message that only the mother understands the child’s needs and suffering.
Overall, this caters to the notion that it’s the woman’s job and that her efficiency as a partner lies in her proficiency to raise the child. Why isn’t a father shown sharing this responsibility with his wife? It essentially showcases that this responsibility rests primarily on the shoulders of the mother, and that the father plays no role in taking care of the infant.
If I would rewrite the script, I would keep the centre focus on promoting the product by striking scientific information supporting its quality and result. A balance between responsibilities could be shown by featuring a male as a father assisting the mother regardless of his work or society’s stereotypes. Grasping slogans or hashtags could be included, promoting awareness on the theme. For example, the Tata Tea slogan “Inequality gets learnt, equality needs teaching” or the Ariel hashtag “ShareTheLoad”.
Source:- https://www.youtube.com/watch?v=DA64FF7MR58
We may also look at a fictitious advertising, like the one made by the well-known electronics company Neotech Electronics, which is known for its cutting-edge devices. The bustling office scene is used in this advertisement. The main character is a male software engineer who dazzles everyone with his technological brilliance and ingenuity. He is portrayed as the ultimate businessman—dedicated and smart.
Although the advertisement celebrates accomplishments in the workplace, it unwittingly feeds the myth that STEM (science, technology, engineering, and mathematics) areas are dominated by men. This diminishes the capacities of women in these industries and deters young girls from pursuing careers in innovation and technology.
A rewritten script can emphasize demonstrating diversity in the technological industry as a way to end this loop. A woman software developer who is just as creative and talented as her male counterpart may be shown working side by side with him in the campaign. In addition to emphasizing the product's technological prowess, the new screenplay would also dispel the myth that STEM knowledge is gender-dependent.
The narration might also highlight the value of varied viewpoints in fostering innovation by highlighting how the fusion of the skills of people of both genders can result in ground-breaking discoveries.
To shape a progressive industry landscape, industry actors must be aware of their power and actively attempt to influence the narrative in order to spark change. Ad firms should start by including a variety of viewpoints in their creative teams. This diversity will guarantee a variety of perspectives that can spot and address any potential biases in the copy and imagery of advertisements. Additionally, in order to make sure that their advertising reflects progressive values, corporations can collaborate with groups and professionals who are working on gender equality.
Initiatives in the field of education may also be crucial. Advertising firms can hold workshops and seminars highlighting the influence of advertising on society views by working with schools and colleges. It is possible to cultivate a generation of conscious customers who demand more inclusive content by encouraging young minds to consider the messages they receive in commercials.
Ultimately, customers have a big influence on how advertising is distributed. Social networking sites offer a potent tool for raising issues and holding companies responsible. When questionable advertisements appear, the collective voice of consumers may influence firms to review their tactics and provide material that appeals to a broad audience.
Additionally, we should actively support businesses that value inclusion as consumers. We can affect market trends by intentionally purchasing goods and services from businesses that support gender equality and dispel prejudices. The competition among firms to produce more considerate and inclusive commercials may result from this consumer-driven demand for progressive content.
In conclusion, the advertising sector is extremely important in influencing cultural norms and values in a society that is continually changing. We must pay urgent attention to the pervasiveness of gender stereotypes in Indian advertising. We may reimagine and critically examine commercials to make them change-inspiring agents. We can dispel negative perceptions and work toward a more equal future through fair portrayals, educational narratives, and inclusive representations. It is our collective duty as consumers, artists, and activists to make sure that advertising accurately portrays the diverse and powerful society we aspire to be. In addition to changing the advertising environment, accepting this duty will help create a more inclusive society for future generations.
Article by:- Aasba Ansari
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