Campbell Soup Gender Analysis

After analyzing the hit TV show “Leave it To Beaver,” I noticed how different the gender roles, both male and female, are portrayed much differently than our modern-day gender roles. For example, in the YouTube clip: “Beavers Big Contest,” it seemed that the mother was staying home, cleaning the house, folding the laundry, etc. while the father was working all day. As mentioned in chapter 3, the husband was most definitely responsible for the families’ economic survival. We still have these kinds of situations today, but there are also many more families where the roles are reversed and the family is depending on the woman for their economic survival. Aside from that, the family relationships that were observed also seemed slightly different than the relationship I have with my family. For example, everybody in the family was present. Moreover, there wasn’t any separation or divorce. Today, divorce in families is much more common and often expected. Also, Beaver would always refer to his father as sir. I know that my family does not use the terms ‘sir’ or ‘ma’am’ while addressing each other. I also haven’t seen

They were born in great numbers and as a result became the most powerful group of consumers. Advertisers soon set the guidelines to what material commercial products every girl needed to obtain her status in society. Women’s roles on television gradually changed from perfect housewives to mystical genies and witches with power, but somehow they always subdued their power to please their men. In the background women were fighting for equal rights and equal pay, but the media portrayed these protests as isolated events and acts of extremists. The newscasts attempted to label feminists as women who protested against being exploited and “looked at” by exploiting themselves and secretly wanted men’s attention by these protests. Television did respond by developing a new “tougher” woman, but made her success dependent on her attractiveness and sexuality. The media’s simultaneous promotion and containment of the women’s movement left the young women of the seventies exposed to what Douglas refers to as social schizophrenia (9). Feminist were now rejecting cosmetics and other marketed ploys that contributed to the oppression of women, leaving industries that were primarily focused on women’s “needs” struggling to address this while maintaining their market. Mass media encouraged and exploited commercial androgyny with unisex fashions and Madison Avenue promoted a new “natural look” that was anything but natural. This look promoted a Lolita image that

The time to accept the faults of men is now. Nationally syndicated columnist and Pulitzer Prize winner, Dave Barry, in his essay “Turkeys in the Kitchen”, affirms that there is truth in gender stereotypes surrounding men and their place in the kitchen, which, ironically, is not in it at all. Barry’s purpose is to confirm to his audience that men typically do not have the skills or knowledge to operate successfully in the kitchen. Moreover, in order to convince his audience, Barry adopts a humorous tone to mock his own impairment when it comes to the kitchen and to relate his impairment to that of the typical male population. Through the use of figurative language, relatability, and anecdotal stories, Barry convinces his audience of the truth behind stereotypical gender roles.

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

Families are different today than they were fifty years ago. Not just regarding the social changes with gay couples, divorced couples, and single parents, but other changes around us have caused the family to evolve. The invention of the television, the internet, and even freezers and microwaves have changed how the family functions. Compounding changes in the world around us, the treatment of women as equals has also adjusted the dynamic in households. In the novel Animal, Vegetable, Miracle, by Barbara Kingsolver, the author pins the changing of our family culture, with regards specifically to mealtime, on the women’s liberation movement from the sixties. (126) Family mealtime has changed over the years, but there are multiple reasons for its perceived demise. The women’s liberation movement gave women the chance to leave the kitchen and enter the workforce, but changes to the family meal began before women started taking up careers alongside men. Food processing, personal electronics, and the way our society raises children, have all changed how we eat together.

One of the the oldest advertising agencies in America since its creation in 1869, N.W. Ayer and Son, produced a compilation of their ads in order to teach how marketing could be used to convince customers to buy their goods. In this booklet they state “Out of magazines and newspapers they [customers] glean the ideas that are to rule their daily lives” (In Behalf). This statement reiterates the fact that advertising was particularly focused on promoting goods as useful in order to appeal to a wide variety of customers. Though this statement from N.W. Ayer and Son does not speak to any specific gender, it can be inferred that they were speaking about women as Estelle Freedman, an acclaimed American historian specializing in women and social reform, as well as a professor of history at Stanford University, writes how “Home economics became woman’s professional realm…” (Freedman 391).

The excerpt ‘Turkey’s in the Kitchen’ by Dave Barry was written to portray his thoughts on gender roles in a common setting. Barry’s purpose in writing this piece is to address the steryotypes that are placed on men and women’s roles in household duties by using a humorous approach. The author uses personal anecdotes, humor, and diction to establish pathos and ethos to appeal to the audience.

In the 1950’s, women were working and being transformed into the American housewife, while their husbands went off to corporate careers. In Ingalls and Johnson, women were said to have careers however, could only succeed at “motherhood substitute jobs” such as teaching, nursing, administrative assistive, and social work (I&J, 51). This culture portrayed woman as only being capable of household jobs. When looking for the perfect suburban home, General Electric said women would head straight for the kitchen because this was where she would be spending most of her time. General Electric’s Wonder Kitchen made it even easier for women to save time, space, and work, allowing for wives to have more leisure time. The Chase & Sanborn advertisement reinforces the culture of women having to do everything to please their husbands. The picture on the ad depicts a man spanking his wife across his lap because she disappointed him with flat and stale coffee. Not only are women conforming to this domestically pleasing life style, but men also had

In Eric Schlosser’s 2001 piece, Fast Food Nation: The Dark Side of the All-American Meal, he examines the rise of the fast food industry in the 1950’s as it was associated with the rampant consumerism of the era and shows how this led to the fast food industry becoming one of the most unethical, manipulative, and greedy industries that ever existed. Schlosser shows how fast food corporations, through mass appealing advertising, were able to manipulate consumers, especially young generations, into buying their products. Children were made the targets of advertising campaigns because these corporations knew that they were the most gullible audience. The 1950’s were filled with consumer trends in which buyers went after products that they believed to be popular and wanted to have the same things as everyone else. Corporations knew that they would have a very easy job in luring consumers because many other products and services had become trend setters in the 1950’s, so consumers would line up to buy fast food if it was presented as being “modern” and “trendy” in a sense. This paper will detail how consumerism and advertising played a large role in constructing American cultural identity during the post-war era.

Each of these shows feature teams and individuals made up equally of men and women. The media is a wonderful way to showcase how both men and women can partake in baking and cooking. Young children who watch the shows can have an opportunity to see that regardless of their gender, if someday they want to grow up to be professionals in the culinary arts they have no restrictions. The easy-bake oven may have had a negative cultural appeal, but now with a gender neutral model it can inspire young children of both genders to not be held back cultural appropriations. Cooking is not something that is just for women. When the easy-bake oven only featured a boy’s model that looks in disdain upon men cooking, it shone a light upon how underrated men are in the kitchen. Although the Queasy Bake Cookerator is no longer sold in stores, it seems to still insinuate that boys or men can not be seen as serious culinarians; which is most certainly not the case as seen on most Food Network shows. Now, the Food Network is a message of hope for young children everywhere in contrast to my inspiration as a child which was the easy-bake

Sexist ads show that society is dominated by the same masculine values that have controlled the image of women in the media for years. Sexist advertisement reinforces gender stereotypes and roles, or uses sex appeal to sell products, which degrades the overall public perception of women. The idea that sexism is such a rampant problem comes from the stereotypes that are so deeply embedded into today’s society that they almost seem to be socially acceptable, although they are nowhere near politically correct. Images that objectify women seem to be almost a staple in media and advertising: attractive women are plastered all over ads. The images perpetuate an image of the modern woman, a gender stereotype that is reinforced time and time again by the media. These images are accepted as “okay” in advertising, to depict a particular product as sexy or attractive. And if the product is sexy, so shall be the consumer. In the 1970s, groups of women initially took issue with the objectification of women in advertisements and with the limited roles in which these ads showed women. If they weren’t pin-ups, they were delicate

In the “Domestic Divo? Televised Treatments of Masculinity, Femininity and Food” Rebecca Swenson explores the role of the women and men in the kitchen in America and how the kitchen has helped in defining gender roles in America. Swenson analyzes the gender theory in relate to how Food Network applies traditional gender roles and gender is socially constructed. Therefore, the kitchen becomes a place where it employs ideologies about feminine and masculine traits. For men, grilling helped to preserve masculinity. Professionalism: most of the professional chefs are male. Shows on the Food Network will often times be a way to show off professionalism such as Emeril Lagasse. Show off their restaurants, food knowledge, and culture such as Good

On television commercials, billboards, the radio, public transportation advertisements, planes, the internet, and almost everywhere people go there is always directed broadcasting of advertisements for companies to sell their product; a product that is never promoted for all of the general public to use, but instead to emphasize on specific categories of consumption . Whether it may be categorized in the decadent, the money saving, health, cleaning, cooking, automotive, or whatever sub category it may be; and bigger roles that play in to commercialism are gender roles . Men and women have very different lifestyles, what they buy, do, consume, and produce. As stated in Gender Role Behaviors and Attitudes, “Popular conceptions of femininity

Gender inequality, “natural” gender roles, body image, and false romanticizations of food are enforced and portrayed through society’s commercials and advertisements. There are underlying and subliminal messages in many advertisements that create a hyperreal reality that influences people’s views and understanding of gender roles. In “Hunger As Ideology,” Susan Bordo discusses which advertisements portray a false reality and how it effects woman and men in society.

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following