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To empower, not divide
Advertising has always been blamed for creating stereotypes in the society and instilling hierarchies based on lifestyle. The fact is, they do not come out of nowhere, they are drawn from behaviours that already exist.
Brands are introducing us to complexities from our own lives and then, they are breaking it…hard and bold
Advertising has always been blamed for creating stereotypes in the society and instilling hierarchies based on lifestyle. The fact is, they do not come out of nowhere, they are drawn from behaviours that already exist.
They are right there, in front of you, being consciously or subconsciously practiced by someone around you; but you would notice it only when it is in the most dramatic setting – in an advertisement. On the contrary, contemporary advertising is killing stereotypes – one at a time. So yes, a part of advertising has stereotypes, but in which way? Think now.
It is no more once in a blue moon that we see brands actually breaking stereotypes and paving way for a free mind. One of the biggest stereotypes that the brands are trying to break is the GENDER stereotype.
Gender stereotype is so deeply rooted in our mindsets that we often find it strange to acknowledge any successful person of a gender other than male. Be it a lady driver or a transgender model, we TAG their professions by their gender as a prefix instead of just the work they do. Inducing a sense of acceptance for every gender, Blush takes a plunge at the gender stereotype in its latest campaign ‘Kaam se matlab rakh’ (mind the work).
Through Culture Machine’s channel Blush’s advert sparks the much needed conversation on gender stereotyping by showing how people use unnecessary prefixes before professions – some of which include Woman CEO, Lady Doctor, Lady Driver, Girl Skateboarder, et al. By highlighting the uncalled vocabulary of such words, Blush aims to free everyone from the boundaries of gender.
At a point in time when there are just pointless WhatsApp forwards on how women are important and beautiful in each way, on Women’s Day, a thought-provoking conversation like this allows room for introspection. It tell every person in the conversation that they need not necessarily over-appreciate women or give them special privilege, but just not judge their skills and abilities from the dirtied filters of gender.
Another lifestyle brand – Vogue Eyewear in its latest campaign is breaking the stereotypes to stress on inner beauty of a woman. The campaign #ShowYourVogue is breaking the clutches of the society and letting women fall in love with themselves.
Before appreciating the accessory that a woman sports, the brand is complimenting the individual personality of women and urging them to embrace it, the way it is!
In the campaign, Vogue Eyewear is eliminating the long-deluded definition of beauty and giving a new meaning to it; the brand is liberating every woman, in her natural setting!
Brands are witnessing stereotypes, more carefully than ever. And in today’s market, they are breaking these complexities in the boldest way possible.
By: Tushar Kalawatia
