An advert deserving of a Gruen Planet appearance

Now here is an advertisement that is a little different.

Brands - particularly cosmetic brands - for their tendency to play on and reinforce gender stereotypes.

This ad for Pantene in the Philippines throws this right back at us, displaying various behaviours and highlighting the differences in the labeling of men and women in the different situations.

'Boss' versus 'Bossy'

'Smooth' versus 'Show-off'

...and so on.

This disparity in labeling is well documented and is often reported to be a challenge for female leaders, and honestly, probably women in general.

[box] “If women’s behavior confirms the gender stereotype, it lacks credibility and is deemed incongruous with the leader prototype; and if it matches the leader prototype, it lacks authenticity and they are not thought to be acting as proper women. It is a lose-lose situation.”[/box]

It is an interesting dilemma, and one without an easy answer.

What is interesting is that Pantene has decided to profit from highlighting this double standard.  In a way, I am skeptical of capitalist, for-profit corporation use of advertising to send a positive message because at the end of the day, their bottom line is what is most important - they simply want to move product, right?


Perhaps .

What this also indicates though, is that advertising gurus up in Pantene Philippine's head office decided that women would want to buy something from a brand that realised there was a double standard at work and seemingly wanted them to do well regardless.

It implies that although you, as a woman, may be labelled 'bossy', or 'selfish', your actions were actually that of a 'boss' and someone 'dedicated'.

An interesting tactic.

I wonder if Pantene Australia would ever go for something like this, or whether women in places such as the Philippines connect more strongly with this sort of message?

What do you think of the ad?


Photos from around the net.  Click for source.