Tuesday, March 15, 2011
Nestle: About time you did something to challenge gender stereotypes
On my way to work this morning, while listening to FM 91's show with Sophie, I heard this radio advert by Nestle -- It starts with a male voice -- the husband -- saying "Begum, tum nay packing naheen kee? Murree naheen jana?"
And the woman says, "Naheen, mein bhot thakee huee hoon"
And they end up not going -- and the ad says that the woman is tired because of iron deficiency -- and that had she been drinking Nestle's Milkpak, perhaps this situation wouldn't have materialised -- while more women, statistically speaking, suffer from iron deficiency, the advert does reinforce a very stereotypical image of the woman, rather 'begum', doing all the work in the home (wake up Nestle! of all companies one would have thought you would know that that stereotype is under threat in most Pakistan cities at least) -- of course, it is not difficult to understand why big corporations would, despite the liberal/forward-looking public persona of themselves that they would like for their consumers to believe in or see, would never challenge society's traditions and stereotypes -- for instance why couldn't the husband in the radio ad, after his wife said she was tired, do the packing himself and say "begum fikar naheen karo, mein drive karoonga aur hum zuroor chalain gay" -- good job Nestle -- I am sure ads like these get more and more people to drink Milkpak --