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Unjust Humanity
Feminist assumptions in ads harming the society 12 July, 2015
Advertisement world works on selling skills. One needs to sell not only products and services to people but also concepts and notions so that consumers can buy multiple products or avail multiple services that relate to the concept.

Also, many a times, advertisers eke upon a prevalent social notion in order to gain credibility and authenticity about the product/service they are advertising. This makes their job easy and their ads relevant.

But there is a slippery slope. Often companies, in their bid to overconsume the market resort to notions that are divisive, stereotyped and gender biased.

Take for example, recent ads by Bournvita, Maggi Noodles and a prominent washing machine company.

Their themes are,

Bournvita - "Sirf ek maa achhi aadaton ko samajh sakti hain" (Only a mother understands good habits).

Maggi - "Recipe jaisi maa k haath ki bani" (Recipe made as if cooked by mom).

Washing Machine - "Safai, bilkul maa k haathon jaisi" (Cleanliness, as if washed by mother).

These are just some examples of ads which are using divisive, stereotyped and gender biased notions to sell their products.

Where lies the problem with these ads?

The problem lies in the fact that these ads promote gender bias against fathers. And the bizarre fact is that, such ads go unchallenged. One can only imagine the magnanimity of profanity that would have exploded if these ads had projected something good about fathers.

On the contrary, there's rather an ad that does talk about fathers. It's by Airtel and there it says that you must keep your dad happy so that he will share his Airtel plan with you. Sadly, even this Airtel ad talks about "using" the father. One cannot even imagine such an ad about mothers.

Such is the gender bias against men and fathers. What can't be imagined for mothers exists in reality for fathers!

Anyways, coming back to the problems created by such ads, it's pertinent to mention here that such ads contribute to the growing phenomenon of "Parental Alienation Syndrome" a psychological condition in which the child hates one parent being brainwashed by the other.

In this particular context, it affects fathers. Often, in cases of divorce and marital separation, fathers are separated from the kid and then the mother brainwashes the kid against the father. As a result, the child starts hating the father and suffers from parental alienation syndrome.

In fact, forget marriages with disputes, even in the so-called happy marriages, mothers routinely brainwash children against the father as a control mechanism. Since men are more emotional compared to women, men can't speak up against this practice.

Such ads give a God-like figure to the mother who cannot be challenged and anything authorized under her name becomes impeccable. As these ads float, the society is grappled by this mindset and the outcome is visible in how family courts deny even basic visitation to fathers and literally take the mother's permission to allow the father and the kid to spend time with each other, while at the same time making the father pay through his nose in the form of huge child support payments.

Such ads also have an adverse effect on the upbringing of boys. As boys see this ad, they are constantly fed with a thought that mothers are unchallengeable. Given the fact that most women are feminist by nature and even when these feminists become mothers of sons, they still hate men and bring in a duality in their behavior. This duality rips the son apart and such sons grow up with low self-esteem, reduced self-expressional capabilities and diminished ability to deal with emotional turmoil.

And the last nail in the coffin is a series of ads with inbuilt feminist assumptions. As a result, indirectly, gradually and inadvertently we are raising a population of effeminate boys who are also expected to "man-up" in tough situations and take risk while being considerate to feminist causes. This duality of expectations is tearing men apart.

As a result, more men commit suicides, more men die of causes like heart attack, blood thickening, high blood pressure, anxiety, heart palpitation, cardiac arrest etc. Also, many boys stray into the dark alleys of crime as they wrestle with the fact that their emotions are trampled on a daily basis but they are not expected to complain of this, rather, "man-up" to face the challenges and feel glorified about it as they uphold their manhood in the process.

And for this, the feminists are not alone to be blamed. Entire social setup, that validates, promotes, promulgates and catapults feminism and feminist concepts in covert ways in daily lifestyle, is to be blamed.

The first step towards resurrection of this massive social catastrophe would be to summarily ban and despise ads with feminist assumptions.

Editorial NOTE: This article is categorized under Opinion Section. The views expressed in this article are solely those of the author and do not necessarily represent the views of In case you have a opposing view, please click here to share the same in the comments section.
About The Author
Virag R Dhulia, a software professional, has been a prominent men's rights activist. He has been engaged in creating awareness about the abuse of men and their families through anti-male and gender biased laws like Section 498A, Domestic Violence Act etc. He has been instrumental in networking with fellow men's rights activist both across India and abroad and has played key roles in organizing events to create awareness about abuse of men by the society. A book titled, 'The Secrets of Manhood' authored by Virag has been published. This book is a collection of short articles which focus on issues and problems faced by men and how men are victims of social stereotypes.
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