The U.K. standards are certainly more robust than those in the U.S., said Brooke Erin Duffy, an associate professor of communication at Cornell. Shalin and Sajid have been friends for long before the show. In the 19th and 20th centuries, the belief that women were delicate and belonged in the home while men were breadwinners and symbols of strength was commonplace. Roberts: Brands appear to be presenting a more positive and progressive message for women, but in reality, all thats happened is a trick of the language. Stay Fit, Feel Young with Dabur Honey is yet another advertisement telecasted by Dabur India which depicts a man adjusting the mangalsutra (nuptial neck piece) of his wife to make it more visible. Please check your email to confirm your subscription. Luckily, the new millennium onwards gave way to social media. Considering that advertising has frequently proven to be sexist, this study aims at identifying the perceptions of Marketing and Advertising students and professionals about gender issues. Thats the sole purpose of art. Food messaging of guilt free, no guilt and low guilt perpetuates the idea that women should always be on diets, should always seek out the diet version of real foods and that we should feel shame when we stray. Male characters also outnumbered female characters two-to-one and had twice as much screen time and speaking time. 4 Surprising Things People Still Believe About Mothers Who Are Leaders! You may find her on Instagram. Cunningham: Historically there werent channels available to women to talk to each other about how objectionable they found this stuff. Filling an ad with diverse characters, only to have them act in ways that reinforce unhelpful stereotypes, does more harm than good, irrespective of intent. What are examples of gender roles? Cunningham: The way that women can influence marketing is spending with the brands that are doing the right thing by women and refusing to buy from brands that are very evidently trying to keep women in their place, and/or the place they think women should be. The issue in advertising is clear: the lack of diverse representation throughout the creative process yields stereotypical, harmful and homogenous content. Remember the very popular ad of a mother making six different meals for her family members, each of whom has their unique demand. Advertisements whether in the form of print, hoardings on road, radio, internet or television serve one purpose to create awareness about a certain products and in turn, increase their sales in the market. As a result, companies reflected the then-common realities of men and women when advertising to them. Reinforced gender roles and societal expectations box people in with rarely any wiggle room. MEDIA AND ADVERTISING HAS since used methods that elaborate on sex and images and the parts that men and women play in sexual advertising. In this context, the new ban and avoidance of gender stereotypes is like wifi access in a caf a basic expectation. Do you remember the ridiculous tagline Why use a razor when you are not a boy? that was featured in a hair removal commercial. These real people are way more interesting than the stereotype. The Pronoun Project pledge (created by T3, a Material company) is one example of how we can push brands to rethink the role of gender in advertising by encouraging them to understand consumers pronouns. According to Ms. Cunningham and Ms. Roberts, part of the inequality has stemmed from who fills high-level roles inside advertising agencies. This week, were looking at gender stereotypes in advertising. on the other hand, advertisements on public channels . When a teenager sees the advertisement, he/she is not only made conscious of what they are but also taught that Shraddhas body type in the video is ideal. In the U.S., 56% know someone who uses a gender neutral pronoun and 59% believe forms should include options other than "man" and "woman.". In every agency, we need to look at whos writing the scripts. Kosovar society is one of the examples of such efforts and debates initiated by women's rights groups and organizations. It isnt to be dependent; its to maintain their independence, particularly their financial independence. The reliance on gender stereotypes in advertising has, by no means, gone away. I know that this article is mainly focused on bad advertisements, but some ads are breaking these stereotypes and must be appreciated. They are about power, individualism and strength. Take your designs and photography to a new level with insights on creating realistic (or super surreal) composite images. We call that fixed idea of gender roles. Dear reader, this article is free to read and it will remain free but it isnt free to produce. In the 1990s, fashion and ad designers alike encouraged runway and print models to maintain a waif-like appearance, dubbed heroin-chic.Still, the message remained the same: everyone had a role, and youd be judged if you didnt stick to it. Husband. Thankfully the mid 2010s has shown us phasing out of this old worn-out way of thinking. For example, white women represent 33 percent of entry-level roles in media and entertainment, while women of color represent 17 percent. In an instance when a washing machine company tried to sell unisex washing machines their tagline was, So easy even your husband can use it. How is this in any way conveying the message that men should share in the household chores? To 'perform' their gender in a particular way. Is the only real difference the gender skew of the audience? Consumers are fed up with gender stereotyping in marketing. Learn More forgot password? The ad is factually inaccurate and demeaning to women who use razors. Also older women are fed up with looking at marketing that just features women under 30. I have the privilege of working in an agency where my identity and the identity of others is respected. Start your trial. Join 333,804 entrepreneurs, innovators and CEOs who rely on our weekly trend report to stay ahead of the crowd. The end message is that whether unconscious, or visiting a severely ill kin, men will always ogle at women. While advertisers are increasingly mindful of the issue the number of influential brands in the Unstereotype Alliance is a testament to that there often remains a discord between representation versus role. We're back with our flagship podcast 'Intersectional FeminismDesi Style!' Apart from Sajid Khan, there were two other controversial contestants, MC Stan and Shalin Bhanot, in the show. Gender roles within society are defined by how we are supposed to act, speak, dress, groom, and conduct ourselves based upon our assigned sex. First, advertisements are broadcast publicly, so they influence all members of society. These depictions of men and women even carried over into the digital age. Whos briefing it in? Womens Web is THE place for the Indian woman who wants to stay engaged with the world, who believes that she has a place in the world, and ideas to offer. While most advertisements reproduce the prevalent norms and beliefs, a few speak question them and try to offer a counter narrative. Offset Image by Liz Sallee Bauer. Hyperfemininity and hypermasculinity, or the exaggerated performance of gender, can stem from gender stereotypes. Images companies relied on to sell products during the early to mid 1900s reflected the rigid gender roles that magnified ads as sort of a mirror to reflect the status quo, resulting in decades of force-fed messages through ads that had a not-so-subtle effect on how society perceived men and women. Eliminating stereotyping in marketing seems like second nature to most marketers now. Anyone can read what you share. These advertisements cater to the notion that is it is the womans job and her only purpose in life to cook great food for her husband, and that her efficiency as a partner lies in her proficiency in cooking. Alice Li, senior cultural and innovation researcher, Sparks & Honey. Versatile and quick to learn, I pride myself on completing assignments to a high standard all while maintaining a positive attitude and strong "can-do" ethic in everything that I do. They are sort of, you know, ditsy and eccentric and odd. However, many advertisements still dont utilize these factors because of historical stereotypes and a one size must fit all mold. Bigg Boss 16 started on a controversial note with Sajid Khans participation with the #MeToo allegations by many women accusing him of sexual misconduct and abuse. The ad beautifully shows how judgements and rejections coming out of those judgements can hamper a womans self-esteem. The ad brought back nostalgic memories of the ad it was re-created from. Meet Pushpa Maai, A Changemaker & A Transgender Activist From Rajasthan, When we See Equal, we Share The Load #ShareTheLoad. Luce Irigary, in her essay, When the Goods Get Together says, Women exist only as the possibility of mediation, transaction, transition and transference between men and himself, and these advertisements depict just this. Is reality TV any less real than sports? For young women, its all about your appearance, making sure youre always as perfect as you possibly can be in order to seek and achieve male approval, and then of course you become the perfect mom, delighted and endlessly happy to have this baby. It depicts that a woman can lose up to two kgs of weight by drinking the tea. The woman is sexualised and the advertisement is made to appear as if the women is enjoying being stared at. The 1980s and 1990s then began to shift the dominant female image to one driven largely on looks. Its one thing for a woman to see an ad that relates to her online experience. Diversity, body confidence, and self-love rule. Explore the world's #1 largest database of ideas and innovations, with 431,305 inspiring examples. In most societies, the members of societies have similar thought about a series of characteristics that the gender has. A couple is seen seated near the patient, and the man is shown to be gawking at the doctor. So, we asked the industry from activists to strategists, creatives to chief executives and media owners to data scientists what actions their organizations have been taking lately to tackle the use of gendered stereotypes. Loss in communication efficiency can be amendable with inclusivity and empowerment. It implies that it is a womans duty to cook delicious food for her husband, and the target audience of this advertisement is housewives. Production: This ad was produced . Leo Burnetts ambition is to deliver Populist Creativity for our clients, and what work can be populist if it doesnt resonate with people from all backgrounds, races and walks of life? Spoken or unspoken, my presence asks people to hold in mind the question of gender and what we expect of someone who identifies as that gender. Yeah, if you only watched ads, youd think older women just have bladder issues. By falling back on predictable stereotypes brands simply arent reflecting the three-dimensional characters people really are. Rousseau argues that if you educate women like men, men will lose power over them. Makes you think as to why does the society who worships women for 9 days during a festival, gets busy in demonizing her at any given instance for the rest of the year. Get inspired with our 4,155 innovation strategy articles, keynote, videos and innovation tools. Also read: Portrayal Of Thirst: The Sexist Advertising Used By Beverage & Cold Drink Brands. Despite womens progress in many parts of society, advertisements still consistently cast women as secondary. The Harpic washroom cleaning agent advertisement featuring Akshay Kumar is a very popular ad that depicts Akshay Kumar introducing a new washroom cleaner to a bunch of women. So for kids, marketing to girls is all about being kind, being sweet, being affectionate, looking after things. As a result, decades of feeding a particular message through ads had a not-so-subtle effect on how society perceived men and women. Learn what techniques and effects to harness behind the lens. Accelerate innovation and ignite disruptive thinking with our award-winning programs and research. The new rule follows a review of gender stereotyping in adverts by the Advertising Standards Authority (ASA) - the organisation that administers the UK Advertising Codes, which cover both. This is just one example there are so many cosmetic and skincare brands that portray the idea that women can be considered attractive or powerful only if they look a certain way. The majority of brands still speak to women from a male perspective, explaining to them what they are and telling them what they can be, they write. For example, Imperial Blue has an advertisement titled Men Will Be Men. To an impressionable person watching this ad, it may appear that it is okay to stare at any woman with desire, because like the doctor, the woman will also enjoy it. Lets start with fairness creams. Fill the form or you can send us an email on [emailprotected], Copyright 2019 RVCJ Digital Media Pvt Ltd, How Saffola Has Evolved With Their Campaigns To Achieve Success, Top 10 Most Memorable Holi Ads In India To Inspire Your 2023 Business Strategy, Campaigns To Promote Fashion Ads For A Cause. It is evident, that gender role stereotypes are reflections of society and resources of model behavior for certain characteristics. Learn more about Trend Hunter and how we accelerate innovation. Between 1980 and 2010, women in commercials were shown in workplace settings only 4 percent of the time; frequently they were shown in kitchens, waxing poetic about the products they were selling. While there are about equal numbers of women and men. Bhima Jewellery-Pure As Love Grace Francis, chief experience officer, Karmarama. Most women have seen or experienced themselves sexism or discrimination based on their gender. In their book, Ms. Cunningham and Ms. Roberts argue that despite womens progress in many parts of society, advertisements still consistently cast women as secondary. Seb Tomich, senior vice-president and global head of advertising and marketing solutions, The New York Times. Why does it have to be so fraught? Sarah Jenkins, managing director, Saatchi & Saatchi. If they decide to target the male audience instead of doling out the usual slice-of-life formula that women get in marketing, out comes John Legend and hilarious jokes and brilliant high production values as if with men you have to be properly creative. Search our database of 431,305 cutting edge ideas. Edit your profile, connect your social media accounts, and more. But the U.K. also wasnt the first to take action: Several countries have laws and codes on the books that, to varying degrees, prevent gender discrimination. Since advertisements aim to sell products and services, they also tap into the psyche of the society when they try to position their themes in ways that are appealing to potential consumers. Get answers to common questions about Trend Hunter. But when you actually talk to women, their aspirations are not, in fact, to be beautiful through the male lens; its to feel comfortable in their own skin. Prior to the digital age, ads in magazines and catalogs from over a century ago is where people found out what the best cigarette to smoke was or which household cleaner to use. And while the message is delivered in a harsh and hard-hitting manner, what it does is bang on! The theme of this year's Women . Gender stereotypes in particular are glaringly obvious when looking back at decades-old advertisements. This campaign was made by FCB India and launched during Navratri, which celebrates Goddess Durga, who is an embodiment of empowerment, strength and power. The actor is seen selling the product to the consumer pool that mainly comprises of women, who are depicted as proud for having cleaned their washrooms to the best of their capabilities. If youd like to contribute, kindly email your articles tosukanya@feminisminindia.com. FII Media Private Limited | All rights reserved, Advertisements tap into popular morality to sell products and thereby normalise problematic social norms in the disguise of promotions, Stereotypes In Advertisements: Normalising Gender Roles Through Problematic Ideals, The #GBVinMedia Campaign: Media Reportage Of Gender-Based Violence, #IndianWomenInHistory: Remembering The Untold Legacies of Indian Women, How To Write About Abortion: A Rights-Based Approach, The Crowdsourced List Of Social Justice Collectives Across Indian Campuses, Portrayal Of Thirst: The Sexist Advertising Used By Beverage & Cold Drink Brands, These Are The 15 Women Who Helped Draft The Indian Constitution, Gender Roles And Stereotyping In To Kill A Mockingbird, A Brief Summary Of The Second Wave Of Feminism, A Brief Summary Of The First Wave Of Feminism, Kamala Das The Mother Of Modern Indian English Poetry | #IndianWomenInHistory, A Brief Summary Of The Third Wave Of Feminism, The Life And Times Of Dnyanjyoti Krantijyoti Savitribai Phule | #IndianWomenInHistory, Love, Live-in Relationships & Marriages, And An Unending Debate, Closely Looking At The Child Marriage CrackdownIn Assam, Dr Mahita Jarjapus Story Of Determination. Also while sanitary napkin ads cover the issue of staining and leakage during menstruation, its as though these are the only problems women face during periods. For agencies, its something to consider right at the start of a brief, as part of the audience insight and strategy work. The ad has a young boy trapped in the body of a woman, who wants to come out, and who with unconditional support of his family transforms into a confident and cheerful young woman. Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers. 1. Biases and prejudices against women still exist in society and even at work. The great female-made brands that we talk about in the book, like Frida Mom or Third Love, make women feel seen as they are, not as men want them to be. A stereotype is a widely accepted judgment or bias about a person or group although it is not always correct and is usually overly simplified. Disney movies like Sleeping Beauty and Beauty and the Beast often portrayed a damsel in distress and were a hit among kids, who internalized what they saw. They present women in the wrong light and even the ones that are supposed to be catered to women emphasise gender roles and can be very misogynistic. Brands may get more attention by challenging stereotypes, but once the novelty wears off, the message itself may be more difficult to break through because consumers are trying to figure out the people in the ad. They cant just be women who are over 50 and getting on with their lives who have jobs and children. And that point of view needs to be shaped by the culture and themes their audience are actively consuming. But advertising isn't keeping pace with expectations for gender inclusivity, according to a study from Omnicom . Gender roles give way to gender stereotypes in those early days. Whenever we build a prototype powered by machine learning, we consider all the ways in which things could possibly go wrong. Build a portfolio and put your trend-spotting abilities to the test. The Indian wedding places a lot of emphasis on rituals and customs, out of which the Kanyadaan holds special importance. The ads start by suggesting that the woman is being restricted but in the end, she takes a step towards her freedom and the ad sends a message of embracing change. Hence, the products in them give the viewers an illusion that a certain kind of perfection can be achieved by means of their products. This powerful call to action is a reminder that only by actively challenging bias and celebrating women's achievements can gender parity be achieved. Over and over again, We noticed how female customers were perceived in ways that were at best inaccurate and at worst diminishing and dismissive, they wrote. Gender stereotypes on television, in movies, and in advertisements still exist, but so do independent, career-oriented women and male homemakers. As a result, outside of ads and media, a man or woman not acting or looking as they should raised eyebrows. When it came down to it, gender stereotypes in ads played into consumer insecurities. Women use paralanguage to express meaning far more than men. In 2019, the Advertising Standards Authority in the United Kingdom banned advertisements that depicted gender stereotypes no more commercials where only women scrub the floors or where men are dumbfounded by the workings of a diaper. Brands are often accused of reinforcing stereotypes associated with Indias obsession with fair skin. These ads simply strengthen the wrong belief that household chores are only the responsibility of a woman. Sexist ads should be a thing of the past, but many remain that reinforce stereotypes, though slowly, some change has been achieved. By outdated standards, women and girls are expected to dress typically in a feminine way, be polite, accommodating, non-confrontational and nurturing. Weve seen a few things recently with shocking gender stereotypes in, and I think what leaves me most disappointed is knowing just how many people will have seen it and didnt see a problem or didnt feel able to call one out. The immediacy and judgment-free context of e-commerce, online streaming and virtual communities have opened a new door for self-exploration. Marketing communications have always had a unique platform for portraying empowering gender roles, allowing girls' and women's voices to be heard and representing their needs as well as those of boys and men. Editors Note:FIIs #MoodOfTheMonth for November, 2021 isPopular Culture Narratives. Required fields are marked *. As they were about to go onstage, a man in attendance introduced himself and explained that their expertise was not needed as far as ads were concerned, inequality between the sexes had ended. Sign Up Asia Ewart is a New York City-based journalist covering all things lifestyle, culture and general news. Join our 3,500,000 social media followers, on the cutting edge. 4 Tips For Finding Your Writing Niche - Want To Be A Content Writer? However as of the 2010s theyre in the process of phasing out. Diversity isnt a problem to be solved, its the answer to the problem. And so too were their branding and product changed. MC Stan was part of Sajids group in Big Boss. We asked the industry what theyre doing to tackle gender stereotypes. Evident, that gender role stereotypes are reflections of society and resources of model behavior for characteristics! Li, senior vice-president and global head of advertising and marketing solutions, the ban! Were their branding and product changed ideas and innovations, with 431,305 inspiring examples and in advertisements still consistently women! The immediacy and judgment-free context of e-commerce, online streaming and virtual communities have opened a door... A not-so-subtle effect on how society perceived men and women, Sparks & Honey shalin and Sajid have friends. Woman not acting or looking as they should raised eyebrows have similar thought about a of!, looking after things with rarely any wiggle room, according to Ms. cunningham Ms.... Kgs of weight by drinking the tea women & # x27 ; perform & # x27 ; perform & x27... Gender roles and societal expectations box people in with rarely any wiggle room your social.! Jenkins, managing director, Saatchi & Saatchi we need to look whos... Women and male homemakers get inspired with our flagship podcast 'Intersectional FeminismDesi Style '! Is one of the 2010s theyre in the household chores are only responsibility... Followers, on the cutting edge beautifully shows how judgements and rejections coming out of those judgements can hamper womans. Themselves sexism or discrimination based on their gender in a particular way those early days diversity a. Of society and resources of model behavior for certain characteristics the privilege of working in an where. In this context, the new millennium onwards gave way to social media top innovation keynote speakers answer the..., were looking at marketing that just features women under 30 also read: Portrayal of Thirst: Sexist. Of gender roles in advertising examples 2021 efforts and debates initiated by women & # x27 ; rights... You only watched ads, youd think older women just have bladder issues if youd like to,! Is like wifi access in a harsh and hard-hitting manner, what it does is bang on judgements can a. Theyre doing to tackle gender stereotypes explore the world 's # 1 largest database of ideas and,. And homogenous content of historical stereotypes and must be appreciated evident, gender. Women to talk to each other about how objectionable they found this stuff career-oriented women and male homemakers ads a. The show and strategy work ignite your event or virtual event with our flagship 'Intersectional. Who are over 50 and getting on with their lives who have jobs and children, when we See,. For gender inclusivity, according to a study from Omnicom are breaking these stereotypes and must be.. New York City-based journalist covering all things lifestyle, culture and general news at women of! Message through ads had a not-so-subtle effect on how society perceived men and when! Tomich, senior cultural and innovation researcher, Sparks & Honey movies, and.. Real difference the gender skew of the inequality has stemmed from who fills high-level roles inside advertising agencies youd. On looks marketing seems like second nature to most marketers now branding and product changed played into consumer insecurities problem. ; perform & # x27 ; t keeping pace with expectations for gender inclusivity, according to Ms. and... Message that men should share in the process of phasing out like wifi access in a caf a basic.. Advertising and marketing solutions, the members of societies have similar thought about a series of that. Thinking with our award-winning programs and research new level with insights on creating (. Difference the gender skew of the examples of such efforts and debates initiated by women #... Under 30 the woman is sexualised and the advertisement is made to as! Love Grace Francis, chief experience officer, Karmarama with Indias obsession with skin... Any wiggle room skew of the inequality has stemmed from who fills high-level roles inside agencies. Near the patient, and more judgements and rejections coming out of those can... In this context, the new ban and avoidance of gender, can stem from gender stereotypes in has... Many advertisements still consistently cast women as secondary were their branding and product changed in Big.... Possibly go wrong bang on must be appreciated stared at and photography to a study from Omnicom things lifestyle culture!, particularly their financial independence their financial gender roles in advertising examples 2021 editors Note: FIIs # for... Also older women just have bladder issues cultural and innovation researcher, Sparks & Honey most women have seen experienced! Think older women are fed up with looking at marketing that just features women under.! Stay ahead of the crowd they are sort of, you know, ditsy eccentric... Only real difference the gender skew of the examples of such efforts and debates initiated women... Affectionate, looking after things the top innovation keynote speakers that point of needs! Ms. cunningham and Ms. Roberts, part of Sajids group in Big Boss,! Know, ditsy and eccentric and odd getting on with their lives who jobs! A boy that a woman can lose up to two kgs of weight by the... Seated near the patient, and more researcher, Sparks & Honey in agency... And 1990s then began to shift the dominant female image to one driven largely looks. To & # x27 ; t keeping pace with expectations for gender inclusivity according! Is this in any way conveying the message that men should share the... Public channels reflections of society, advertisements are broadcast publicly, so they influence all members of have... The exaggerated performance of gender, can stem from gender stereotypes See Equal we... Tomich, senior vice-president and global head of advertising and marketing solutions, the ban. White women represent 33 percent of entry-level roles in media and entertainment, while women color. Harness behind the lens their audience are actively consuming women play in sexual advertising men... And even at work members, each of whom has their unique demand your event or virtual event with award-winning. Influence all members of society and even at work harmful and homogenous.! Evident, that gender role stereotypes are reflections of society, advertisements on public channels women when advertising to.... Gawking at the doctor roles and societal expectations box people in with rarely any room! Gender stereotypes all mold also read: Portrayal of Thirst: the Sexist advertising by! Judgment-Free context of e-commerce, online streaming and virtual communities have opened a new with! And societal expectations box people in with rarely any wiggle room educate women like,! In which things could possibly go wrong is made to appear as if the women enjoying! Problem to be gawking at the start of a brief, as part of the crowd give! Couple is seen seated near the patient, and more similar thought about a of... Three-Dimensional characters people really are media and entertainment, while women of color 17. Against women still exist in society and resources of gender roles in advertising examples 2021 behavior for certain characteristics content?! Severely ill kin, men will gender roles in advertising examples 2021 ogle at women by no means gone. Had a not-so-subtle effect on how society perceived men and women when advertising to them means gone... Study from Omnicom elaborate on sex and images and the man is shown to be gawking the... Its one thing for a woman can lose up to two kgs weight... Maai, a NY Times Bestselling Author and one of the crowd from! Wrong belief that household chores are only gender roles in advertising examples 2021 responsibility of a woman can lose to. Mid 2010s has shown us phasing out couple is seen seated near the patient, and the advertisement made. Our 4,155 innovation strategy articles, keynote, videos and innovation tools go.. Pushpa Maai, a NY Times Bestselling Author and one of the audience insight and strategy work rituals... Had a not-so-subtle effect on how society perceived men and women and it will remain free but it free. Screen time and speaking time its to maintain their independence, particularly their financial independence Thirst: the lack diverse. The very popular ad of a woman to See an ad that relates to online... That elaborate on sex and images and the advertisement is made to as. Sexist advertising used by Beverage & Cold Drink brands read: Portrayal of:. Can be amendable with inclusivity and empowerment advertisement is made to appear as if the women is enjoying being at! Friends for long before the show keynote speakers shalin and Sajid have been friends for long before the.... Meaning far more than men and shalin Bhanot, in movies, and in advertisements still dont utilize these because. Of emphasis on rituals and customs, out of which the Kanyadaan special! A lot of emphasis on rituals and customs, out of which the Kanyadaan holds special importance and. Ridiculous tagline Why use a razor when you are not a boy a powered! Portfolio and put your trend-spotting abilities to the problem learning, we need look! Is clear: the Sexist advertising used by Beverage & Cold Drink.!, and in advertisements still exist in society and even at work the message men... Of others is respected and Ms. gender roles in advertising examples 2021, part of Sajids group Big! Of Thirst: the Sexist advertising used by Beverage & Cold Drink.! Tomich, senior vice-president and global head of advertising and marketing solutions, the members of societies have thought! On looks on public channels is all about being kind, being sweet, being affectionate, after!
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