Oxygen Medical Aid...
Oxygen Medical Aid
Date: January 1, 1970
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This advertisement contrasts inflation rates going up and everything being more expensive with Oxygen Medical AID from Old mutual. The advert claims that with Oxygen Medical Aid you cover/ensure all your children and pay the price for only one child. The advert has both male and female voice-overs. This is unusual as the gender and advertising research conducted by GL shows that overall women comprise only 30% of all voice overs.
This advertisement may be used to:
1. Show an example of gender aware advertising where women have been taken out of the confines of the home and are talking about serious matters that affect everyone, like the economy.
Trainer’s notes
In the Mirror on the Media Advertising research conducted by GL the two focus groups agreed that the advert is gender aware. They were especially impressed by the use of a female voice over. Women felt especially affirmed as it is rare to hear women speaking about economic issues. They are usually heard advertising products that are in line with their more “domesticated, feminine” side. They said that the advert conveys a positive message that women can also make it in the corporate world. There was agreement that the advert relates to the product being advertised.
This is a good example of a gender aware advertisement in which both male and female sources speak and there is no gender bias in language. This advertisement portrays men and women as equal.
Discussion Questions
1. What is the importance of balanced voices in this advert ?
2. How does this advert target both men and women.
Training exercises
1. Send participants into the offices of an insurance company. Ask them to do a quick count of how many women and men are in these offices and what kind of services they are negotiating. Talk to some of those serving customers. What are some of the latest trends with regard to the financial service needs of women and men? Does gender aware advertising make sense?
Additional training resources
GL’s training manual, Business Unusual, Gender and the Economy, provides many exercises on challenging gender stereotypes in the business world. Ask participants to have a look at some of the materials produced during the training on
https://www.genderlinks.org.za/page.php?p_id=310, and to find examples of “gender benders.” In what ways do these change the lives of both women and men?
Additional training resources
Related GL Commentaries
Download : GA medicalaid sa 0407
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