Gold Class? More like Low Class
Watched a movie at Golden Village lately? Then you would certainly have seen their Gold Class adverts, feat. The Whiny Girlfriend.
And some people are absolutely up in arms about the portrayal of The Whiny Girlfriend (TWG).
Kristen Han claimed in her recent article that the recent advertisements released by Golden Village to promote their Gold Class Cinemas were sexist.
Were the ads really all that sexist as claimed?
Let’s take a look for ourselves.
Gold Class Butler Service?
The above ad for Golden Village’s Gold Class cinema shows a couple watching a film which the boyfriend seems really interested in. TWG, on the other hand, is distracted by her need for drinks, popcorn, nachos, and a whole host of other things.
And she gets her boyfriend to fulfil these needs for her by being all needy and whiny and going all “Baby…”, “Baby…”, “Baby…”.
She basically goes all Justin Bieber.
However, do ALL women behave like the lady in the ad?
While there is definitely is a certain percentage of the local female population who do behave this way, it is unfair to depict all women in the same light.
While Kristen did a great job in pointing out that the ad portrayed women to seem as if we lack foresight and are utterly incapable of solving problems, she also missed out on the portrayal of the male species.
So we know that the girl requests her boyfriend to do things for her, and the guy acts upon her every request. So wouldn’t this ad be sexist to men as well?
The ad implies that men should complete tasks on a woman’s whim — much like a dog 😀
In short, this ad isn’t a sexist ad against any particular gender, but is in fact sexist against both genders, because equality.
Also, since this particular ad was advertising for Golden Village’s Gold Class Cinemas’ Gold Class Butler Service, does this mean the boyfriend’s butler service was low class?
Think about it.
Oh yes they did.
Gold Class Lounge
Then there’s this Gold Class ad.
Here, the 4 women have, for some reason, chosen to go to a neighbourhood coffeeshop to have a heated discussion about spinach ravioli in creamy pomodoro sauce, wines, fries, and various dishes not available in a coffeeshop.
Once again, Han pointed out the ad to be sexist as the women are shown to be fussy, high maintenance and materialistic.
If they were the above mentioned, why then would they choose to have a meal in a coffeeshop?
What we should be focusing on instead would be how the ad has portrayed coffeeshops and people who go to coffeeshops as low class.
Gold Class Lounge versus “low class” neighbourhood coffeeshop — that’s what this ad is all about.
Coffeeshops are great. The food there is even greater. And there is absolutely nothing wrong in patronizing a coffeeshop for a nice meal.
Low Class, Not Gold Class
All in all, this series of Gold Class ads were instead a series of low class ads since they were indirectly offending places, people’s low budget choices (and even their boyfriend choices) to be low class.
Choosing lower budget options certainly does not make one low class at all, and Golden Village definitely doesn’t have the right to condemn someone else’s boyfriend or girlfriend choices to be low class as well.
In short, Golden Village shouldn’t be putting down others just to make themselves look good. While this might just be an ad, advertisements influences the way society views and pigeonholes such issues. It has the power to break or reinforce stereotypes, and stereotypes have very real impact on the way we make assumptions about people, places and choices.
We hope for Golden Village to look into this issue ASAP, as this is honestly, nothing but disappointing.
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