When an ad intended to showcase a female boss as a symbol of
progression ends with her preparing dinner for her husband, what message does
it really send about gender equality? The depiction of a female boss as a
representation of both “progression” and “feminism” reveals
a deeper issue within our patriarchal society. While the ad attempts to portray
gender equality, it inadvertently reinforces outdated stereotypes.
The Problem with Gender Expectations
The ad falters the moment we realize that the woman is
‘expected’ to cook for her husband at the end of a long day. This scene subtly
conveys that even in a modern, supposedly progressive society, stereotypical,
retrograde expectations from women remain ingrained in our culture. The
question is not whether she is cooking by choice or compulsion; it’s whether
society deems it unacceptable if a woman is not expected to juggle both career
and home life. Does the ad truly promote feminism, or does it inadvertently
oppose it?
The Pressure of Multitasking and Gender Roles
Though the ad fails to adequately address the concept of
feminism, it does echo the real-world pressure that women face. In society,
women are often expected to take on traditionally masculine roles in the
workplace, while simultaneously managing the home and family. This expectation
creates an unrealistic image of multitasking as a virtue, particularly for
women. While women are praised for their “balancing abilities,” men
are rarely expected to balance work and home life in the same way. This raises
a crucial question: Why is muscularity considered a superior trait, while
feminism is seen as a threat that disrupts the status quo of patriarchal
culture?
Redefining Gender Roles in Society
The ad subtly critiques the societal mindset that assigns
specific gender roles to individuals. For instance, women may be celebrated as
CEOs or successful athletes, but they are still expected to uphoald their roles
as mothers and homemakers. Men, on the other hand, are rarely asked to assume
such dual responsibilities. This divide dates back to historical times, where
men and women were confined to rigid, predefined roles.
Moreover, society never seems to consider raising sons with
the same expectations as daughters, further perpetuating the imbalance. This
cultural conditioning shapes our understanding of gender roles and influences
how we perceive what is “acceptable” for each gender. The ad could
have been a true step forward for feminism if it had portrayed a man balancing
work and home life—something rarely seen in commercials or media today.
Feminism: A Call for Justice, Not a Battle of Sexes
Feminism is not about a battle between the sexes; rather,
it’s about addressing the unequal power dynamics that have historically
oppressed women. Feminism challenges the political structures that have
rendered one sex powerless, advocating for justice, equality, and fairness for
all. The key to progress is acknowledging that inequality exists, often
stemming from deeply ingrained stereotypes.
We must normalize the idea of women in authoritative
positions, even over their male counterparts, without judgment or hesitation.
True gender equality will only be arrived at when society stops adhering to
these outdated gender tropes and begins to accept individuals for who they are,
free from the constraints of societal expectations.
Citations:
Airtel India. (2014). Boss TVC – The Smartphone Network
[Advertisement]. YouTube. https://www.youtube.com/watch?v=T9BlI9nhqTE
This ad was released in 2014 and features a narrative that
intertwines professional and personal dynamics, highlighting the role of
smartphones in modern relationships.