Karinga cooking aid...
Karinga cooking aid
Date: January 1, 1970
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The advertisement markets a locally manufactured cooking aid/spice called Karinga. The video shows a woman cooking for her family, comprising her husband and children, who are sitting on a dinner table, excitedly waiting for the meal. The family is then shown eating the sumptuous stew prepared by the woman using the spice.
This advertisement may be used to:
1. Show how women are portrayed in the domestic arena, cleaning or cooking, with a smile.
2. Show how men are ignored in campaigns related to domestic products.
Trainer’s notes
In the Mirror on the Media Advertising research conducted by GL female audiences said that it is time women’s domestic roles are reviewed. Men did not have any problem with the advertisement. The advertisement blatantly perpetuates the stereotype that only women cook for their families. It reinforces the thinking that the kitchen is a female domain. It ignores the fact that men, especially bachelors, also prepare their meals.
Discussion Questions
1. How does this advertisement reinforce gender stereotype?
2. Can women do jobs that have always been associated with men and vice versa
3. What role do men play around the home? Do they do household chores, and which ones?
Training exercises
1. Visit the domestic product isle of the grocery story. Pick a few products and note down the gender of who is buying them. How does this compare with the advertisement’s strategy.
2. Show this advertisement to a group of young people, ask them what it says about men’s and women’s roles.
3. Read "Learning to be a Dad" (below), and discuss:
a) Is this man likely to use household products ? Which ones ?
b) Would he be likey to be attracted to the above mentioned advertisement?
Additional training resources
Picture our Lives: Gender and Images in Southern Africa, Chapter three, p32, Archetype, or Stereotype?
This section is very relevant to subtle stereotypes that reinforce the way things are and that we are often more comfortable with. Are these archetypes or stereotypes? When does an archetype become a stereotype? What is the effect of this?
Related GL Commentaries
Download : Zimbabwe - Karinga
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