WHAT DO THE WOMEN IN OUR ADS

USUALLY DO?

ARTICLE BY: TALHA BIN HAMID
PUBLISHED IN : AURORA
PRESENTED BY: M. NAUMAN AWAN
 What do you say???

How women are presented in
our ads?

Are our ads incomplete without

women?
 INTRODUCTION

Writer raises a question:

Why our brands and ad

makers desperately need
to think of women as
human beings, not
appliances or objects?
 To him ad makers give women
stereotypical roles like:

Household chores
Dolling up kids and/or their husbands
As teachers or principals being insulted by
kids armed with the latest candy
Shopping
Gossiping
All of the above
 ADVERTISERS

belong to the supposedly enlightened
segment of society
They pride themselves in being liberal.
They present women devoid of any
intelligence or feelings
in fact just another appliance to add to
the fridges, vacuum cleaners and
toasters.
 Gender roles by Advertisers

Boys are shown playing soccer, riding
bicycles, doing their homework and generally
everything cool.
Girls are shown preparingrotisin front of
tearfully smiling moms, pushing trolleys and
smiling vacantly while their brothers and
fathers come home.
Every ad for a savings scheme tells you that it
will help your son to acquire a higher education
and your daughter to. get married!
 RECENT ADS

The most recent example: An appliances
company (Homage) is running a campaign
which equates women to ovens (ha-ha)
A sick wife/mother can be replaced by an
oven? Hello, everyone: a woman is a human
being, not a substitute for the thousand of
appliances at your home.
 CONTINUED..

seeing cooking oil (Dalda, Habib) advertising
themselves as the surest way for wives to
gain acceptability with their in laws.

In all these ads a humongous meal is

prepared by one lonely woman, while the rest
of the family chatters, claps and dances. Side
note: according to our ads wives never need
eat.
 CONTINUED..

One ad for akheermix is an epitome of sick
thinking, and a paragon of myopic vision.
A bride is cookingkheer for her new
household. It is her father-in-law who gets to
decide her fate based on the quality of
thekheer.
For the son, it is completely normal to let his
father determine the fate of his life partner
based on her cooking skills
 SOME TRANSITIONS IN ADVERTISEMENTS

Most of the advertisements present the women:
Conventional homemakers
One who lacks intelligence and education.
Yes, there have been some ads which have
broken the mold.
HBL presents women in banking field.
Ufone give some bossy place stereotyped for
men only.
Telenor postpaid ran a campaign which showed
a female engineer working in the field and
sending and receiving blueprints via her cell.
 MESSAGE BY THE WRITER

My message to the ad
makers: Please think of
women as human beings,
not appliances or objects.
 CONCLUSION

Advertisements have strong influence on the
onlookers
They should be used to revise the gender roles.
We can elevate the status of women by
advertisements.
We can minimize the misogyny and sexism in
society by advertisements.
Although These ad makers are bound to portray
this so-called stressed picture of the women
because this is what society appreciates but in
contrary to the whims of society women should
be presented as self reliant .


THANKYOU