Introduction

Marketers are constantly seeking ways to make their products more easilyidentifiable to specific groups of end users. In some cases, they mayintentionally or unintentionally use stereotyping to show a product asappealing to their desired target market or in an attempt to interject humorinto the ad. Advertising stereotypes are often race, gender, sexual ornationality-based in nature.

They act as easy proxies to capture consumer mind space often at theexpense of the moral values and ethics. Over the past century popular mediaincluding TV, Print, Digital etc. have been propagating the stereotypeswithout shame. Though some MNCs have clarified their stand on these,marketers often insert these elements smartly enough and disguised, that itacts at a sub-conscious level.

I have selected Sexuality and Gender roles as topics for evaluation. All theads have been rated only from the respective point of view; since some adswhich are great from a marketing objective have been rated low on theseparameters.

*All images are hyperlinked to the advertisements for reference.

Coca Cola : El SMS (The Text)

CompanyCoca-Cola Latin AmericaAgency:Pereira & O'DellDirector:Dustin Lance BlackCountry:Brazil & Latin America

Rating*:

*on a scale of (-10,+10)

7

Coca Cola : El SMS (The Text)

Plot:The campaign, focuses on various different scenarios which question what makes a true friend (#VerdaderoAmigo). In this eight-minute film, a group ofteen boys joke and tease each other in the usual high school way about girls, video games and such-like. Two of the boys are especially close buddies, butRafael is hiding something from his friend Diego– he’s gay. When he leaves his phone unattended, Diego reads a text that surprises him. His decision tocover for his friend, and accept him for who he is, is what cements this true friendship. And, as Rafael points out, gay guys know all the pretty girls.Positives:• A closer-to life representation of LGBT community is what makes this gem stand out from the rest of the ads Coke released in the last decade in Latin-

America. It closely depicts the bonding between friends without any cliché dialogues or stereotypes; both characters behave like adults with respect totheir body language and there is never any shade of femininity to the gay character as usually depicted on screen.

• The positive-message also stands out – “ dispel any atmosphere of fear that might prevent LGBT people from sharing their lives openly."Negatives:• Product placement (the secret is revealed when the gay-character is asked to fetch Coke from the fridge in another room) seems a bit force-fitted,

though the treatment satisfies the critic.• The idea of gay boys knowing more beautiful girls seems to be driven by another popular stereotype promoted by media.Analysis:The Advertisement was critically acclaimed and served as an important pro-LGBT measure takenby Coke ; attempting to repair its relationship with the LGBT community.(Coca-Cola faced protestsand boycotts when it failed to speak out against Russia’s anti-gay laws while sponsoring the SochiWinter Olympics.)

Google : The Story of Jacob and City Gym

CompanyGoogleAgency:MullenDirector:NACountry:USA

Rating*:

*on a scale of (-10,+10)

8

Google : The Story of Jacob and City Gym

Plot:The Story of Jacob is a two minute portrayal of Jacob, a man originally born in a female’s body, and the discomfort he felt growing up in his person. Theadvertisement stars two persons, Jacob and Hailey Blandwalsh – the owner of City Gym. As the advertisement progresses it illustrates the process thatJacob had to go through to attain his desired body. The piece then transitions to Hailey and the amount of time she has dedicated to helping him – assistinghim and many others in achieving their goal. Through the portrayal of Jacob’s life, this advertisement utilizes acceptance and inclusiveness – no matter theenormity of the aspiration – to promote City Gym.Positives:• One of the few ads where MNCs have come with such a realistic portrayal of the anxiety and problems of a Transgender unlike Lesbians and Gays which

were part of popular culture since 1950s.• The owner of the Gym in the ad also affirms “City Gym was born with the belief that a gym should be more than a place to work out, it should be a

place to belong.” thereby promoting the idea of Inclusive nature of public places which Google have been vocal for a decade.• The portrayal of Transgenders here was refreshing change from the popular pop-icons usually shown in skimpy costumes having eccentric behavior.Negatives:• “The guys are physically getting stronger, ……. They’re building the capacity to feel confident, to feel strong.” conveys the stereotype that to be a man ,

one has to build their physique(appearance) and take injections to be masculine; which reaffirms gender stereotypes.Analysis :Over 1.3 million people have viewed the ad onYouTube. Though wellreceived by the critics and pro-LGBT supporters, it was questioned byactivists regarding the pending bills on transgender rights in USA.

Starbucks : Coffee Frenemies

CompanyStarbucksAgency:NADirector:NACountry:Canada

Rating*:

*on a scale of (-10,+10)

-3

Starbucks : Coffee Frenemies

Plot:Starbuck’s latest ad features Bianca Del Rio and Adore Delano, fan favorites from the sixth season of RuPaul’s Drag Race who are both very cranky andunder-caffeinated while waiting in a long Starbucks line. They begin to argue and trade insults, but then the smiley barista hands them both their steamingbeverages — and boom! Friendship repaired.Positives:• LGBT Inclusion by one of the top brands is commendable.Negatives:• Transgender stereotypes of body language and over-the-top dressing which pop-culture has ingrained.• Popular stereotypes of Transgender lingo and interaction being reinforced; often depicted as clowns for everyone to laugh at.Analysis :The ad was received well by popular audience but met with little support from LGBT community citing reasons that the ad features them as clowns in acircus meant to make others laugh. Some pointed out the inclusion factor but criticized the firm for reinforcing the stereotypes people have aboutTransgender community.

“It's simple, funny, and doesn't hit viewers over the head with a Very Important Message. Drag queens are entertainers, and so, this ad entertains.PSAs have their place, but this kind of media plays a crucial role in normalizing and integrating the LGBTQ community into mainstream consciousness.

Not everyone's had personal experience with drag queens. But, we're all too familiar with Starbucks.”Source:http://www.refinery29.com/2014/10/77084/starbucks-drag-queen-commercial

Motorola : Super Bowl XLIV

CompanyMotorolaAgency:NADirector:NACountry:USA

Rating*:

*on a scale of (-10,+10)

-6

Motorola : Super Bowl XLIV

Plot:Motorola tries to introduce an expensive range of Mobiles using a semi-naked Megan Fox using the product with a hilarious backstory featuring people atwork, gays etc.

Positives:• NA

Negatives:• Sex sells attitude of the brand; depicting the protagonist in nudity• Two highly effeminate-looking men slapping each other in an apparent lovers’ quarrel; another popular gay stereotype.

Analysis :Though the ad helped to garner attention, critics panned the ad as being stereotypical on the Sexuality side. New York Times advertising columnist StuartElliott says that slapstick ads in particular were “overused,” a reflection of Motorola’s reluctance to take risks in difficult times. The ad also received flakfrom all corners since it used sex a s a medium to gain attention for a highly pad slot during Super Bowl.

Pantene : labels against women

CompanyPanteneAgency:BBDODirector:NACountry:Philippines

Rating*:

*on a scale of (-10,+10)

7

Pantene : labels against women

Plot:In this spot by BBDO Guerrero in Manila, a lovely cover of "Mad World" by Tears for Fears plays while each scene displays a double-standard in a workingenvironment. A man is the "boss" while a woman is "bossy." A man is "persuasive" while a woman is "pushy." He's "neat" but she's "vain." He's "smooth" butshe's a "show-off." "Don't let labels hold you back. Be strong and shine," says the copy at the end.Positives:• Depicts the mindset of society towards a women; especially a working women(possible the target segment)• Girl, embrace your strong and capable self- message conveyed effectivelyNegatives:• Its not talking to women as such; it just touches the corporate world.• Usage of light-skinned modelsAnalysis:Supported by feminists worldwide the ad was further released in Americas with minor cuts owing to the popularity it gained in short span of time. Despitethe fact that they used fair models to depict the story in a corporate setting, the idea was effectively conveyed to the target audience and was a welcomechange among the shampoo ads depicting women in shower. There's nary a shampoo bottle in sight, although glossy hair certainly features here. But thevideo delivers, and the #whipit campaign has inspired discussion on both theYouTube video and Facebook.Gender-stereotypes were also criticized in the ad. The ad received attention from celebrities like Sheryl Sandberg.

Barbie : Imagine The Possibilities

Company:BarbieAgency:BBDODirector:NACountry:USA

Rating*:

*on a scale of (-10,+10)

8

Barbie : Imagine The Possibilities

Plot:in the two-minute commercial, hidden cameras capture five girls pretending to be professionals in real-life settings. One girl is a college professor, teachinga real group of students about the brain. Another is a soccer coach, instructing her confused team of male athletes to kick those "knees up like a unicorn!"Others play veterinarians, jet-setting businesswomen, and tour guides — all to unsuspecting adults who find the whole encounter adorable. The twist, ofcourse, comes at the end, when Professor Gwyneth asks her class to answer a question about brains, and it's revealed that she's actually been imaginingthe entire thing all along. In truth, she's right in her bedroom, lecturing a bunch of her Barbie dolls in makeshift cardboard seats.Positives:• Taking deviation from the PINK only Barbie campaigns; which for decades connected womanhood with pink• Depicting the roles- scientist, football player, archaeologist etc. a girl can take in her life and breaking gender stereotypes.• "When a girl plays with Barbie, she imagines everything she can become" — positive messageNegatives:• Only fair-skinned models appear throughout the commercialAnalysis:The Mattel campaign is about open play, returning the brand to its roots and celebrating young girls’ journeys of self-discovery. The franchise's mission toreturn to its roots of open-play and self-discovery is clear, and even though the ad's tag line — "When a girl plays with Barbie, she imagines everything shecan become" — might be a bit optimistic.The ad was widely discussed and viewed, owing mostly to the welcome change and positive message.

P&G : Thank You, Mom

CompanyP&GAgency:Wieden + KennedyDirector:NACountry:Europe-Sochi Olympics

Rating*:

*on a scale of (-10,+10)

-2

P&G : Thank You, Mom

Plot:Aired just before the London Olympics, this ad is a montage of mothers encouraging their children to get up and try again .It starts with several toddlerswho fall after a few uncertain steps. The clip quickly cuts to small children slipping on skates, skis and snowboards. As the children grow older, moms liftthem to their feet, comfort crying kids and tend to injuries. Teenage athletes fall in a series of spills as concerned mothers look on. One injured girl soldiersher way to a car on crutches with mom in tow. Then in the last 45 seconds, Olympic athletes soar on skis and snowboards and land with sure feet on iceskates as crowds roar and relieved moms cheer from sidelines. It ends with the message: "For teaching us that falling only makes us stronger.“ At the end,the clip flashes Tide detergent, Pampers diapers, Gillette razors, Duracell batteries, Bounty paper towels -- and P&G corporate logos.Positives:• Less forced product placement throughout the ad; no clutter in message delivery.• Positive message about mothers role in upbringing-emotional and convincing.Negatives:• Despite an Olympic release, the ad lacked international representation.• Reinforcing the gender stereotypes of Mother being the home-maker.• Surprising absence of Male characters.Analysis:An advertisement viewed and discussed by people around the globe, and winner of numerous awards definitely is a great “equity-advertisement” from amarketing point of view, but definitely raises questions from a gender side. It fails to move ahead of time with respect to stereotypes on role of a mom ashome-maker. Though it’s embraced as celebratory, it is in fact a patronizing insult—restricting mothers to the domestic sphere with emptysentimentalizing. It limits not just mothers; it confines all women to the home, burdening mothers with duties fathers and society at large should share.

Head & Shoulders Men : Score ya bore

CompanyHead & ShouldersAgency:NADirector:NACountry:India

Rating*:

*on a scale of (-10,+10)

-7

Head & Shoulders Men: Score ya bore

Plot:A husband watching a daily soap with his wife ,worries about the story, costumes and happenings in the serial; while the wife looks surprised. The screensuddenly displays “Stop before you stop being a man” and then explains that his feminine behavior is caused by use of his wife’s shampoo. The product isintroduced and the man is shown swapping the channel to watch a sports channel.Positives:• NA.Negatives:• Male stereotypes of being macho and watching Sports channels• Women stereotype of watching daily soaps and worrying about the costumes.• Depicting women as a inferior segment.Analysis:A seemingly funny yet stupid concept from P&G which depicts being women asInferior to men, and showing gender stereotypes on behavior(. the womanclimaxes in relief with a boys-will-be-boys look when the man stops blabberingabout TV soaps and fights for the remote control to watch a cricket match.) wascriticized by activists and hence being rated low.