Secrets Behind The Advertisements : What An Ad Really Tells Us

                                 Today, in the cultural studies hour, we had an activity in which we had to analyze any promo video, advertisement, or post based on seven questions. As a group of five, we chose the Malayalam advertisement of Pampers. The first question was “Who is being represented?” From the ad, we found that a mother with a newborn child and a female doctor, who may be a pediatrician, are shown. The second question was “How are they represented?” It was answered as: in the ad, we can see that the mother is represented as solely looking after the child and always anxious about the baby’s comfort and health. Then, medical institutions also appear by giving approval to certain products.

Next was the question, “Are there any stereotypes used in the advertisement? What are they?” The answer to this question was also evident in the ad, where it showed the stereotype that childcare is the duty of the woman/mother alone, and the father is not shown anywhere. Fair-skinned actors are only included, and there is no male representation at all in the Pampers ad. The fourth question was, “What visuals and linguistic signs create this representation (colors, properties, and the way it was shot)?” Here, the answer we found was that a blue and aquamarine color theme is used, which matches the company logo or the cover of the product. A domestic, homely setting and medical scientific visuals can also be seen in the advertisement.

The next question was, “Whose perspective is being shown? Whose voice is powerful here?” From this, we understood that the perspective of upper-middle-class families is portrayed. The corporate and doctor’s voices are shown as powerful. The second-to-last question was, “What message about society does this advertisement reinforce?” To this question, our response was that the ad shows people being more concerned about children’s comfort and wanting the best for their kids. It also depicts the idea that good parenting is linked to informed consumer choices.

The last question was, “Does the ad support or challenge any dominant ideology?” To this, we reached the conclusion that it reinforces patriarchal ideology by presenting childcare as the primary and natural responsibility of mothers. It also supports consumerist ideology by suggesting that good parenting is achieved through the purchasing of branded and scientifically approved products. The ad upholds the authority of scientific and medical institutions and also supports upper-middle-class hegemony. At a surface level, the ad appears progressive, as it portrays a caring and attentive mother. However, this ad does not truly challenge any power structures; instead, it repackages traditional roles within a modern, consumer-friendly framework.

It was such an interesting discussion, which allowed us to identify the ideas that were hidden behind the usual advertisements we see on television. This made us aware that ads are not just promotions of their companies, but that there is a lot behind their portrayal.