I was standing near a teller’s counter in my bank the other day, waiting to be served. It is one of those so-called new-age banks that make a big deal about service and customers, and adding value to peoples’ lives.
As I waited, I noticed big, cheery posters behind the counter extolling the various virtues of the bank. As is typical of such ads, they trumpeted their superior expertise in helping people achieve their dreams, whatever those might be.
One particular poster caught my eye – not for any design brilliance, because in that it was much like the rest (they pretty much merged into each other), but because of the message it sent out. I can’t remember details about the exact financial product this ad offered but, in essence, it asked you to plan for the future – to put away enough money for your kid’s requirements when they grew up, the time that you’d need it. It showed a father with his grown-up son and daughter. They were all beaming with joy at the camera – the son in his graduation attire and the daughter in, you guessed it, a wedding one. So while the son’s aim is to graduate from a good college, the daughter’s is to get married. I wondered if anyone else around me had noticed the blatant stereotype. Of course, no one had. They were keen to get the teller’s attention and get out of there. I did too, because waiting at a bank is stuff of people’s nightmares (unless you are my father, for whom it is a social outing, and who would never go a bank like mine where he could not exchange details about his grandchildren with the teller). But that’s beside the point.
The truth is that to the people who created this ad and the ones who approved it,
this did not strike as odd. Nothing in the image looked incongruous to them, which is why it made it to the walls of the bank, and many others. If, however, the images had depicted the reverse – that is a delighted father flanked by a daughter in a graduation hat and a son in a groom’s dress, it would have seemed inconsistent – inconsistent with the reality that is. And reality is a matter of perception.
Toe me, this is a typical example of how stereotypes seep so deep into our psyche that we fail to notice it, or imagine any other truth. A daughter must get married, a son must get a job – that’s essentially the message that this ad is sending out. And everyone seems to be alright with it. Not quite new-age if you ask me.
Let me take this a little further. If you look at the other advertisements of the bank in question, or most banks or financial institutions for that matter, notice how they depict men and women. If it’s an ad about net banking to pay shopping bills, you’ll have a jubilant woman celebrating the fact that she can hereafter shop from home. However, if it is one about paying taxes online, there will be a content looking man quite chuffed at the convenience – again, women shop, men pay taxes (because women don’t get numbers)
To take this even further, I now come to the much-talked about Rajdeep’s question to Sania Mirza about motherhood and settling down. Did he think about what he was saying? I doubt it (if he had, he would not have asked it). Which is my point – stereotypes creep into your being and influence your thought process in ways that you don’t even realize.
The ad at ICICI and the question that Rajdeep posed have one thing in common – they equate womanhood with marriage and children. Such are the perils of falling for stereotypes – you stop thinking, even as you believe you are.
And only when this changes, will perceptions about women change. Only then will women will be treated as equal.
It’s a long road.