In this digital age, where people are constantly bombarded with advertisements on various devices may it be TV or their smartphones, the power of advertising in shaping perceptions and attitudes towards different roles and expectations cannot be overstated. During a cricket match or while watching a video on YouTube, one would always encounter a few ads and they do play a role when it comes to reflecting the diversity in society and the gender norms the society entails.
For too long, our ads have perpetuated gender stereotypes, particularly regarding women. These portrayals act as a way of limiting women to just their physical appearance and confining them to societal roles revolving around being homemakers or family caretakers. It is because of these reorientations through media that societal expectations are reinforced and we limit their potential to surpass these predefined roles. The depiction of women in these ads, emphasizing fair skin and a particular body shape as attributes of beauty and success, is very problematic. These ads aren’t just objectifying women but also positioning them as objects of desire rather than individuals with diverse talents, skills, and aspirations. While these advertisements may seem outdated and out of touch with modern sensibilities, they reflect the historical context of patriarchy and the prevailing attitudes toward women.
Furthermore, in the majority of advertisements, women are often portrayed as oppressed and weary. They are shown engaged in household chores or, on the flip side, striving to enhance their beauty through the use of anti-aging or whitening products. It raises the question: Are anti-aging creams, hair dyes, shampoos, soaps, and fairness creams the entirety of a Pakistani woman's identity? The commercials depict women as constantly preoccupied with their family's well-being. Is this portrayal an accurate reflection of reality? Women indeed prioritize their families and take pride in maintaining their beauty, but this represents only a fraction of who they truly are.
While there has been a positive shift in challenging traditional gender roles, especially in household responsibilities, the promotion of body positivity and the persistent issue of color discrimination remain prevalent. We have seen the rebranding of certain products to project a more inclusive image, the substantive change lies in promoting the genuine enhancement of one's features rather than perpetuating unrealistic beauty standards.
For example, changing the name of ‘Fair and Lovely’ to 'Glow and Lovely’ has changed the way people see the brand differently but as long as the product still promotes the whitening of skin through its ingredients, we do not see any fundamental shift in people's perceptions.
We see brands are working to promote gender equality in their ads, but there's more to be done. Companies must go beyond surface-level diversity and tackle the real gender issues within their own teams. Real and honest messages that defy stereotypes can help shift our culture to be more inclusive. Considering advertising is such a big influencer, brands must use the power wisely. The journey to true gender equality in advertising is ongoing. It's not just about what we see but also about what happens behind the scenes. It's a team effort, and together, we can make a real and lasting difference.