Gender sensitivity in TV commercials
We have read recently in your daily about one survey on gender sensitivity of TV commercials. It really reveals the true picture of the situation. Those who are conscious about gender discrimination have been speaking against painting women in wrong way. Now, this survey came with statistics on how people view the matter. It will help advertisement firms and product advertisers to be more cautious in displaying and painting a model's role.
Some of the current commercials are grossly insensitive to gender. Such as, the commercial of a fairness cream want to mean that a lady performer in a theatre cannot attract spectators by the dint of her acting only, but she should be pretty to do so. This is not only undermining a woman's capacity but also misguiding TV viewers about the taste of theatre spectators.
A beauty soap also reels on the same idea. It shows that only the soap can make a lady attractive to the admirers. As if they want to disapprove "Beauty is only skins deep". We know the company showing these commercials perform social responsibilities as part of their corporate policy. They can scan their commercials to check gender sensitivity before releasing it to the media. Displaying a commercial on our media what is primarily made for other countries may not be appealing or suitable to us. Moreover, we have advertisement firms capable of making world class commercials that have been recognized already. They are not only of own soil but also creating sensation without being discriminatory to gender.
Another point is culture sensitivity. We have our own culture of dresses, music etc. But many commercials are not sensitive to this, such as, the biscuit commercial, where a model wears the dress that does not go with our culture. The advertisers as well the makers need to consider the culture of this soil when they select dresses, jingles, dialogues, gestures etc.
Many viewers will be happy to see that the advertisement firms are more sensitive to gender and culture issues.
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