By Sanjeev Kotnala
Gender Stereotyping is everywhere. Questioning its usage in advertising is an excellent thing to do. I may be hated for saying so, but it is my definitive personal view that when some regulator starts defining how it should be, it is imposing too many constraints. It is trying to solve some other problem by finding a scapegoat that is easy and glamorous to hang. This is my shout-out for freedom in the business of branding and communication. Some of you may agree with me bit continue to be diplomatic in this chaotic ecosystem that curbs dissent.
The argument for controlling Gender Stereotype representation in an advertisement is selective in nature. It is said that advertisement push people to look at stereotypes differently. They help reinforce gender-biased stereotypes.
Honestly, are we not overestimating the power of these communications? Are we not isolating one channel and trying to solve a more significant problem? Oh, I forgot to add, are we not taking the easiest way out?
What about literature, cinema and other such mediums?
UK Adventure In Banning Stereotypes!
So, suddenly, when the UK decides to consign Gender Stereotypes to history, I can only term it as a Don Quixote moment. I am equally surprised with many from the Indian advertising fraternity wanting ASCI to help replicate it.
Why Stereotypes Are So Important?
Stereotyping, Generalising and Distorting are the biggest problem in any communication. They act as a filter through which we accept communication. They help us see a pattern and ease memory. They help our most lethargic organ, the brain to connect the pattern and slot information. They help us decrease dissonance. Still, we wish to further generalise and distort the representation of the current ecosystem by pushing a non-existent stereotype.
What Is The Correct Stereotype?
Simple answer, I don’t know what the new correct gender stereotypes are. But, I applaud this act of UK. The earlier questionable gender stereotypes (mostly of women) will not be shown in advertising in the UK.
Like you may no longer see married housewife overtly concerned about how her sofa smells or a dad who knows nothing about how washing machine works or women not knowing how to evaluate a house loan.
Stereotype Vs. Reality?
What is being called a stereotype in advertising is a reality. I am not too sure how the ban will help stereotypes disappearing from real life. It is wishful thinking and in reality a showroom dressing.
What we are in fact saying is that, if I don’t see it, it does not exist. Too simplistic an approach.
Brands Must Have Creative Freedom To Use Stereotypes.
Brands have a business proposition. Advertising is a business. Brands spend money on research and understanding their market/audience segments. The brands’ deep dives to find insights that best help them press levers to generate disproportionate sales. They can’t work with some lazy stereotypes from Dark Age. And if they do, they have reasons for doing so.
These stereotypes pressing the desired overt or covert levers, emotional or functional, help them garner sales. I hypothesise that the TG understands and appreciates these stereotypes. To them, it is a true reflection. Why take this liberty from brands.
The old stereotype is as much of lies or reality as is the new one. A husband sharing household workload. The girl touching pickle during her period. The man getting life insurance when his wife dies.
These ads, communication and activation are excellent. They get awarded. They have made a beginning and that is their choice.
As a progressive society, we must highlight newer possible stereotypes. I agree we must contribute to this positive movement. Not forced into it.
Brands Must Have Freedom Of Expression & Representation.
I am all for freedom of expression and how the brands operate. No one other than the brand has the right to define or dictate how the brand communication should lead the audience or what stereotypes are allowed to be used in this politically correct ecosystem.
No one must dictate how the story should be narrated. There must not be any restriction. The brands remain and should have a right to use whichever and whatever stereotypes they wish to exploit until it violates the rule of law.
Whenever rules are flouted, or when the brands take excessive liberty, corrective forces come into play. Social media asks them to react and defend. The sales drop and brand love is lost. And that is the right way. Until then, the brands and their agencies must retain the freedom to express their brand promise, service or experience in the way they want.
Creative Expression Vs Stereotypes.
Remember Dec 2017. The Government banned condom brands from adverting on TV between 6 a.m. to 11 p.m. at night. It was not a category issue but a creative issue. There was no ban, control or restriction on condom advertising in print or OOH. Maybe children not read newspapers or see hoardings?
Let me share a hilarious incident that recently happened at Mumbai Airport terminal 1 departure area.
It was early morning. The departure area was as crowded as Churchgate station at 6 p.m. Sunny Leone was watching every moment of passengers from Manforce flavoured condom signage plastered all over the area.
You could be forgiven for mistaking the condom pack for a fruit juice pack. There was this dominant salivating splash of strawberry juices all over the pack. A very un-motherly seductive Sunny Leone was prompting you to taste the flavour of love.
It was visually misguiding.
No surprise that I caught a young brat demanding it. The kid was throwing a tantrum. He continued to embarrass his young mother, repeatedly asking for the flavoured drink.
Where Will You Stop With Gender Stereotype?
You start with Gender Stereotype control. Tomorrow I am sure we will have to stop a seductresses like Sunny Leone appearing on condom ads. Why stop there? Why not break every stereotype that affects, impacts and reflects something we must avoid?
So say no to a Sardar truck driver, a Marwari businessman, an eye-patched villain, a pot-bellied victim of humour, a girl not getting married because she is educated, a bride wanting to be fair, or a spoiled brat as a villain.
You find that odd.
What about a toy manufacturer? What’s wrong if they believe that showing girls in pink playing with dolls are going to get them more sales? Do you really believe their dolls will be sold when they show boys playing with dolls?
Let Advertising Stereotypes Be Decided By Market Forces.
No one needs research to tell that reflecting the right audience references in communication helps lift brand score. So, when brands realise they are losing out by sticking to the so-called Dark Age stereotypes and not converting to the ill-defined newer stereotypes, they will be the first one to change.
Trust me, that is how a change in communication should happen.
Trust me, if all the people who crib about fish-market ‘news hour debate at 9’ stop viewing it, then many loud-mouthed self-appointed judges will stop circus entertainment at 9 p.m. TRP down Programme out. Changes happen like that.
Brands Must Take The Decision That Works For Them?
Brands need to be in sync with their core target group. They want to be aspirational and purpose led. Some of them, like Whisper, Dove, and Ariel, have taken bold steps in that direction. They have been delivering a fresh perspective and questioning existing stereotypes. We all applaud the act.
On the other side, many like Gillette and Durex in their drive to a purpose-led may end up creating problems of different nature. They must also move in the right direction. Only time has the answer.
None of the above brand initiatives are forced. The brands are doing what they believe they must do. Freedom to chose the expression remains with the brands. And that’s the way it should be.
Let the Brands decide which stereotypes are right to use.
Brands can take a leap of faith and reflect newer possibilities. That’s where they move with the societal changes. Or they can ignore the shifting realities.
When brands chose to show the new politically right Gender Stereotype in their communication, it is absolutely Okay. In fact, it is welcome.
However, when there are guidelines and rules crafted to channelise creative thinking and expression, it is not okay.
Some of you may agree with me and protest against constraining creative rights of a brand, whenever this so-called ill-advised ban hit our shore.
Time we acted to save advertising and its right for expression.
Sanjeev Kotnala is a senior marketing strategist and educator. He writes weekly on MxMIndia.com. His views here are personal
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