Well
this is a rhetorical question right? But we do give a lot of importance to
pants..Don’t we? If a person is a professional working in an office he/she has
to be in pants and if a person is not in pants/suits but in pajamas or in this
case salwar suit playing with a kid, he or in this case specifically she is
judged as non-working homely home maker aka housewife. And isn’t it surprising
that she has E-MAIL in her mobile??
Oh
My Dear Lord!! A salwar suit wearing, playing with her kid type has an E-Mail
facility in her mobile. This is shocking!! Yes the advertisement hits a shocking
node. This is breaking news...She can afford an E-Mail because it is available
only for Rs 1 per day. Oh My Lord..Dear Lord!! What a life saver for homely
home maker!
This
advertisement gave me goose bumps. Literally I sat up straight and saw it
multiple times. Every time it took me to another level of disgust. I normally
don’t pay much heed to ads. They are mostly hideous, part of a race, trying to
outsell each other. And in the process out-sell every moral and ethic in the
book. I have been a part of the process, seen things take shape quite closely
and hence I am more disillusioned.
But
this ad took being judgmental to a new level. Look at all the elements. The
lady who is obviously a working professional gives a skeptical look to the
other lady who is homely poor woman with a child, not wearing pants . Literally the look tells us she is already looking down on the other
lady for no reason.
Even
when the homely lady who doesn’t have anything better to do, offers help; the
lady in pants gives an incredulous look and says something that qualifies as a
taunt...big time.
And
Voila!!
What
happens?? The lady in pants is proved wrong because the homely lady [Not in pants]
has an e-mail facility in her mobile, which she can easily afford now because it is so cheap. Otherwise
how will a homely lady with a child [Not in pants] be able to afford such facility?
Oh
My an E Mail!!
This
advertisement speaks volumes about the judgements prevalent in our society. We mark
people and roles in water tight compartments and refuse to believe otherwise.
We follow what is convenient and everything that is different is not convenient.
So we pick up stereo types, don’t fight them, rather sell them and sell our
products through them.
I
know marketers draw their target audience [TG] and define them as a single
person. So in this case who was the TG? A 30 something homely home maker
playing with her child, who otherwise won’t be able to afford an e mail
facility but is now using it because it is cheap. So now she can help an office
going professional [in pants]. But my question is what is the basis of this TG
definition?
Do
they really think there are these two type of women?? And through this ad they
are reaching this identified type??
I
am not sure how many homely non-pant wearing females would relate to the
advertisement but I really really want the marketing brains behind this ad to
come and live where I do.
I
would love them to see some of us home maker aunties with kids roaming around
in hot pants with our i phones/ i pads, checking e mails and FB and speaking in
ENGLISH.
Oh
My GOD...maybe next they can try and sell some English speaking courses to us. If e
mail is so unexpected from us, then English speaking courses are gold mine.
Common
teach us English Mr. Marketer!!
Ha! that some rage. Actually I saw this ad and found it really idiotic too, but then I stopped paying much heed to advertisements long ago. They are usually just gimmicks.
ReplyDeleteThanks :)
Haha I was fuming when I wrote this. Normally I also don't pay much heed but OMG this was hideous and disgusting!!
Deleteoh no, I want to see the actual ad now! Anyway to see that?!
ReplyDeleteHaha I will inbox you the link.
DeleteA very interesting post! A lovely satire.Only by wearing pants do the women become superior!! Great mockery. Enjoyed reading it.
ReplyDeleteThanks :) and yes the stereotypes in our society is now getting to sickening level.
DeleteLOL...I can imagine you sitting in front of the idiot box breathing fire. Atta girl!!!
ReplyDeleteHaha yes I was :) and you know how I can't control the fire.
DeleteYes, I saw this ad yesterday and dismissed it as stupid. But yes, its not only stupid, it is discriminatory, now that you point it out
ReplyDeleteRitu yes it is very stupid and discriminatory. I am still grrrrrrr
DeleteYes, I saw it too and felt how stupid they are in enforcing stereotypes. Alas,that is how they perpetuate stereotypes for working women vis-a-vis homemakers.
ReplyDeleteRachna yes perpetuate and sell. It is sad and insulting!
DeleteWhile the other one with a differently abled girl child and a young man is nice and sensitive but this one is plain ridiculous and stupid. What were the marketing guys thinking during the conceptualization of this advertisement!?!
ReplyDeleteHey have not seen the other one. Will do.
DeleteI saw this ad after reading your post and I felt the same sensation you went through this post. This ad is utter idiocracy!
ReplyDeleteYess I was fuming. I am glad you resonated.
DeleteI haven't seen this ad but your post paints the picture for me. Judging someone by their clothes and hair-do is plain stupidity. Well, I guess the ad industry is quite insane to go by these stereotypes. On another note, ads like these might give some sense of empowerment to those in the villages. Just an afterthought.
ReplyDeleteFirst time here. Thanks for sharing through G+.
Joy always,
Susan
Susan thanks so much for visiting and welcome to my humble abode :).
DeleteI think they wanted to convey a sense of gratification through underdogs. Underdog being the home maker/mother. But I think they chose a wrong persona.
This ad had me disgusted too. I was reminded of the time a fellow traveler asked me whether I was a working woman. I told him I was a homemaker, he said, "But.. but.. you speak English!" Stereotypes!
ReplyDeleteShail wow really??? I am sure an English speaking course is on the way :)
DeleteYup. I blogged about it too. :D
DeleteShail please please share the link. I went to your nest, couldn't find it. Pleaseee
Deletewhich Ad is this ???? i must say its a ridiculous concept!!!!!!!
ReplyDeleteAirtel's new Ad. Will message you the link.
Delete