Why are our advertisements advertising stereotypes and not the product?

Published: January 30, 2017

Unfortunately, this is not the only advertisement that reinforces stereotypes by Bonus. PHOTO: SCREENSHOT.

Just recently, whilst watching a talk show on a news channel, I came across something horrific. Don’t worry, I am not delivering horrible news, we have plenty of news channels to do that already. It was just an advertisement for washing powder. What was wrong with it, you ask? Take a look and you’ll see what I’m talking about.

So the advertisement, like all ads, aims to sell a product. However, the way they’re trying to sell it isn’t all that ordinary. It starts off with two women chatting:

Aray aaj kal ki larkian karti hi kya hain… yeh machine chalati hain?”

(Oh, what do women these days do anyway… they just work the machine.)

This script refers to the fact that women these days use machines to make their routine home tasks easier. The other woman then says:

Hum to salan or keechar k dagh sabun se ragar ragar k dhotay thay, or ye dhulai k liye powder lati hain.”

(We clean curry and mud stains by hand-washing them using soap, these women buy some powder for cleaning.)

Unfortunately, this is not the only advertisement that reinforces stereotypes. There are many others. Sometimes, it seems as though their aim is to advertise and alleviate stereotypes inherent in Pakistani society instead of their product. Bonus is not the only company that does this. I could list down hundreds of such ads. So why am I making such a big deal out of this? Here is why:

To quote Malcom X;

The media is the most powerful entity on earth… Because they control the minds of the masses.”

This quote is proven right, since every now and then we come across the youth impersonating Bollywood actors or children trying to be Ben Ten. They even speak the same language. The media does influence each and every one of us. The media produces material, and we – the viewers – blindly adopt its narrative. It’s a game that does not die, and we are the puppets who keep on playing.

The problem is simple. Pakistan already ranks 143 out of 144 in the gender inequality index according to the World Economic Forum. The number has declined according to a Thomson Reuters Report in 2011 that said that Pakistan was ranked as the third worst country for women. When the media wields such power, why can’t it be used to promote women? Instead, it is only promoting women in stereotypical roles.

Quite often, I have seen life insurance ads where money is being saved for a girl’s marriage and not her career. All these ads reinforce the notion that a woman’s path in life only leads to marriage – that a woman’s sole purpose is to groom herself to be a living breathing Angel in the House. And after marriage comes household work, for which they are not paid for and never will be paid for, despite the fact that it constitutes as 16% of the total GDP globally. The care-work women do, globally, is worth $12 trillion a year according to the McKinsey Global Institute report in 2015.

We all know how our patriarchal society reeks of misogyny. Unfortunately, this misogyny and patriarchy is so deeply rooted that some women consider themselves second rate when compared to men. I remember when I was 15– years– old, girls in my class would say that boys are the only ones who can make their parents proud. Today, this makes me so sad. We are living in a male-centric society and we are forever bound to the men around us, be it through family, marriage, a career – everywhere. We cannot escape the male-shackles. This reminds me of Ismat Chughtai, a prominent feminist Urdu writer. She quotes her mother in her book, Dust of the Caravan,

“This is a man’s world, made and distorted by man. A woman is a tiny part of this world and man has made her the object of his own love and hatred.”

According to a survey conducted by BBC Urdu in 2014, 43% of women consider themselves inferior to men and it is justified for men to hit them, if they disobey men. Similarly, Pakistan Demographic and Health Survey revealed that 34% women justified that women must be beaten by husbands if they argue back.

The truth is that patriarchy has won. It succeeded in making women believe that they are only good for household chores. It succeeded in manipulating their minds through the media. Noam Chomsky rightly said,

“Hundreds of billions of dollars are spent every year to control the public mind.”

Sad to say, our advertisements and dramas are further exacerbating the situation. Pakistan has many strong and bold women. We had the first female Muslim Prime Minister –Benazir Bhutto. We have a woman who has won two Oscars – Sharmeen Obaid Chinoy. We have the youngest girl to have won a Nobel Prize – Malala Yosafzai. We have the youngest Microsoft Certified Professional – Arfa Karim. We have the fastest woman in South Asia – Naseem Hamid. We have Samina Baig, the only woman and the third Pakistani who climbed Mount Everest. We have female cyclists, female pilots, female scientists, human rights activists, authors, strategists and many more.

It is high time the media starts promoting women in their advertisements and dramas. We all know that the media has the power to instill change in the minds of the masses.

Bakhtawar Javed

Bakhtawar Javed

The author is a software engineer with a keen interest in social and political developments taking place within the country. She tweets at @bj_socialist

The views expressed by the writer and the reader comments do not necessarily reflect the views and policies of The Express Tribune.

  • PatelPara

    You know Media promoted feminism right?
    Media promotes the weird concept about women being equal.Recommend

  • Critical

    Another feminist SJW fighting for a non existent problem,when they are so many real problems to fight like child marriages, women education, strong anti-harassment laws,tribal jirga laws where women are used as collateral and so many more…
    Nope you complain about non-existent issues like how ads perceive, how fashion magazines shame you, how barbie dolls make you starve to death, how mansplaining affects you…

    Please stop cribbing about imaginary issues and start focussing on real issues…Recommend

  • Parvez

    To be honest there are responsible advertisements that promote women in a progressive light ….. that is not to say that I disagree with your view point but I think that the blame that you are placing on advertising, is not fully justified.
    Yes the media plays a role in all this….but government legislation and laws that do not only reside in books but get implemented, play a much bigger role.Recommend

  • Ahmar

    Fragile feminist ego, hurt once again by the truth…

    “Hum to salan or keechar k dagh sabun se ragar ragar k dhotay thay, or ye dhulai k liye powder lati hain.”

    A simple reminder that women today really don’t do as much as women used to do 30-40 years ago.

    I have also seen life insurance ads where it is always the man, “the Abbu Jaan” buying life insurance so that his wife and children can have a good life after he is dead. Why don’t they show women buying life insurance so that their husbands can have a better life after the woman is dead too?

    The only thing feminism has achieved in the west is make women ungrateful and repugnant to men.Recommend

  • Mirza Aasauf Baig

    Actually,.,,,,,, Hahaha….

    No Comments on Bons Tvcs.Recommend

  • Zain

    No, patriarchy has not won. Women rights or human rights is general is an ongoing battle. We will have a better supportive environment for the ladies in our community, but it will take consistent effort over time to make our society as a whole to think differently. An advertiser will merely focus on his targeted audience when the people start treating their sisters, daughters, wives and mothers as equal, media will reflect it. Otherwise, an advertiser will only see a limited incentive in targeting beyond stereotypes. But we must keep raising the voice and keep educating our men and women on the importance of equality, to produce real change.Recommend

  • hore choopo

    Its not the fault of the advertisers. The society is responsible for stereotyping.The advertising goes with societal values,otherwise they would fail in their objectives.Recommend

  • Henna Arshad Shaykh

    Our brand managers don’t have courage to experiment.

    Very well written piece, you spoke my mind.. esp you identified the insurance ad very correctly.. i was also awed when saw it first that why haven’t they brought some productive element for a girl thn mere “shaadi”. Gosh!

    Plus our detergent ads will never change. Just Surf Excel took the lead and break cliche, rest are lingering at same line.Recommend

  • vinsin

    You need women rights before gender equality. Gender equality requires removal of gender segregation. Why women dont attend Mosque with men? But then the question is about religion and conversion.Recommend

  • Agha

    If equality is a “weird” concept to you then you might yourself be one.Recommend

  • Saad

    Hold on let me ask my wife to get me chai before I go through this interesting articleRecommend

  • shaikh mustafa

    Well for all the feminists out there please extend the same liberty to your daughter in law the minute she weds your son. I can bet 99% of these so called feminists will be the first to try and restrict them to doing household chores. While the whole logic of the piece makes perfect sense and that women should not be made to play second fiddle to men. However, its a social/cultural problem and interestingly, its women who harm/conspire against other women more than their male counterparts. So, sadly there is no solution.Recommend

  • Hamza Toor

    Girls are the respectful creature of the world and are like a DIAMOND but it doesn’t mean that we’d make them our slaves or servant. Woman by nature feel secure while working at home because they are “HOME MAKER” and “NEW GENERATION TRAINER” but people like this author want to use them for their own purposes, in the name of “FREEDOM” while calling respectful people “MISOGYNIST” and want them to come out nude. Are u people not strong and hard enough to work for the betterment of ur society??? Are u physically and intellectually weak??? Didn’t ur mother trained u strong enough to come out of ur home alone and u need females to assist u??? SHAME ON YOU LOOSERS…Recommend

  • Ahmar

    My comment wasn’t approved hah!

    Feminist Censorship, Tribune? What is the difference between Feminists and Religious extremists? Both of them want the opposing views banned and censored.Recommend

  • PatelPara

    Equality vs Justice. Go learn before responding to comments.Recommend

  • Bakhtawar Javed

    read my blog on Jirgas.Recommend