Added: Cecillia Creasy - Date: 03.11.2021 22:34 - Views: 28928 - Clicks: 9322
I rue the day my mother discovered WhatsApp. I went from being impatient while teaching her to hold a smartphone to being disgruntled by the onslaught of her video calls. She browses YouTube, sources high-definition pictures of holiday destinations and unfailingly forwards all my work to the dreaded extended family. But why was I surprised that a year-old woman has befriended technology better than I have?
I was in the grip of the ageist thinking that middle-aged and older women are incapable of technological prowess. It would certainly fall in line with Indian that have stuck older women in hopelessly stereotypical roles.
If these were to believed, older women were smart with housework and the beta sweater pehen lo kind of nurturing, but not with much else. Meanwhile, my mother and other older women I knew seemed to carry on with their lives that were never reflected in these.
Older women in used to be invisible. Or they were the domineering mothers-in-law who typically gave hell to the women in the family, like in most Everest masala. In the ad, she drove a car with her to-be-married son played by Vikrant Massey. She urged Massey to move out after his wedding for the comfort of her daughter-in-law.
Revathi smiled in an understanding, cool mom sort of way and ruffled his hair. Massey did not speak for her. She thought and spoke for herself. It argues that every middle-aged woman does not equate success with top rank or a big bank balance. To the woman in the ad for Britannia Good Day Wonderfull biscuits, success is a pair of dentures.
She puts on the dentures that her granddaughter played by Deepika Padukone gifts her and admires her reflection in the mirror. She preens and sets her short, white, pixie hair. She throws herself a dazzling smile. In a culture where only Zohra Jabeen has been told that she is still haseen and even she has to be told by someone else, this grandmother knows it and needs no validation from Padukone.
I, for one, am grateful just to see older women in fun. Every now and then, these new characters are there to make a point about how the world has changed. In one of itsan older woman is telling her friend how proud she is that her daughter-in-law earns more than her son.
The women roll their eyes, united in their disgust at male entitlement. But if examples from and real life are anything to go by, many women have a strong will to learn. But how did advertisers notice this shift? For the first time, it suggested that they have an identity beyond family. This ad introduced the Indian audience to the idea of beauty as an active thought in older women.
But for the past four years or so, she buys the same products as I do.
She uses my make-up. She travels around with her husband, makes video calls and has firang friends, and parasails. According to a news reportShanta and her husband decided to do the advertisement because of its different treatment of older people. To her, it sounded like a ton of fun. Ideologically, the consumer perspective has become more important than brand perspective. Earlier, ad-makers would centre what a brand stands for to a social construct. Now, they tie a social construct to a brand. An ideological shift certainly changes the way people are portrayed as with older women in.
With technology, a lot of older women have come to a late realisation that they play a larger role in society and not just in their homes. This brings a sense of identity. Their voices were tinged with love and annoyance, sleep and regret. I thought of all of us moving forward, steadily, towards lives that we never thought we would lead. The wind in our hair, phones in our hands, we are all unstoppable. They are and always have been the Hemas, Rekhas, Jayas aur Sushmas of their own lives.
And sabki pasand is themselves, not Nirma. Visit the website here.
By The Ladies Finger 27 Nov, Pay to keep news free Complaining about the media is easy and often justified. You may also like.Older women ads
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Older women feel stereotyped in advertising