Prodigal chicken

Date: January 1, 1970

The advert shows a happy family of three generations sitting down at table. An elderly man (most probably a grand dad) serves his grandson milk while a young girl serves a boy much older than her (probably her elder brother) juice. The woman of the house takes a well presented “ProdigalÀ chicken out of the fridge and says “kalite li inportan pou mo famiÀ (quality is important for my family) The advertisement also shows a man feeding chickens with grains in the open air.

This advertisement may be used to:

1. Show how an advertisement that looks good, attractive and not degrading to woman can perpetuate sterotypes.

2. Raise discussion about gender roles in the family.

Trainer’s notes

In the Mirror on the Media Advertising research conducted by GL, both the women and the men found that the advertisement conveys positive messages about the family. The female focus group observed that the advertisement highlights how caring mothers are especially when the woman says “kalite inportan pou mo fami” (quality is good for my family). The men noted that “men too know how to cook”! They agreed that it is not good to show that “the place of the woman is in the kitchen.” While all members of the family are sitting down waiting for their meal, the woman is cooking in the kitchen. The advertisement reinforces the role of women as homemakers. This is an example of a generally accepted situation: subtle stereotypes at its best. The advertisement misses the opportunity to present women and men in caring roles.

Discussion questions

Ask participants the following questions:

1. The difference between sex and gender?

2. The roles of men and women in society?

3. Give a few examples of gender stereotypes?

4. Which slogan is better “kalite bon pou nou tou” (quality is good for us all) or “kalite li bon pou mo fami” (quality is good for my family)

5. Give a few suggestions for a good slogan for this advertisement?

6. How could this advertisement be improved?

Training exercises

1. Search through newspapers and magzaines for household product advertisements that portray both men and women as caring for the family.

2. In groups, develop a new advert and have participants act out the advert and discuss.

Additional training resources