Gender Roles In Swiffer's Advertising

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

The stereotyping of women is quite common in today 's society and throughout history. In the past, women have taken the full time job of being a mother and a housewife. The 1930s initially started the ideal image of a woman. A woman was often represented as a maid-like being who would serve to their husband and children. In Richard Alleyne’s article, “Advice for women in the 1930s: Nothing Destroys the Happiness of Married Life More than the Lazy, Slovenly Wife,” he discusses the frequent expectations of a housewife. Common assumptions included; “Don’t argue with your husband; do whatever he tells you and obey all his orders” (1) and “Nothing destroys the happiness of married life more than the lazy, slovenly wife” (1). These rules have often been published into past newspapers that were

Gender stereotype is defined as specified roles in the society on the basis of gender. For example, generally women work as nurses, teachers, care takers, when men work as doctors, lawyers, construction workers. Cleaning home is like women’s job, when the work outside home, like farm work, is men’s duty. Watching this ad in the way of gender stereotype, it shows the role of the women become essential in taking care of the children than the men. So Johnson & Johnson picturizes the woman in the ad, so more and more women are attracted towards the product because the women are ideal in this duty. In the ad, the all photos includes woman which shows that woman has responsibility to look after their babies, because they are expressive, submissive, emotional, soft and sweet. Expressiveness denotes the maintenance of harmony and the internal

Society has told us for the last hundreds of years that the woman’s job around the house as shown in Figure 1 is to cook, clean, and take care of the family. One man, Tom Junod, who

My reaction when I first saw this Swiffer ad with a woman who is basically a spitting (non cartoon) image of Rosie the Riveter was, “Oh, they sent her back to kitchen from the workforce”. Basically, Swiffer is trying to promote their new steamer by creating an ad around the World War II icon, Rosie the Riveter. Rosie was campaigned to get women back into the workforce in about the 1940’s and Swiffer is bringing her back to doing household ‘chores’. This ad includes a woman with a denim top, rolled up sleeves, and a polka dotted bandana but instead of her showing off strength, she is holding a Swiffer Steam booster.

Whether it is the past or the present, there have always been gender roles in society. In most homes, it is the woman’s responsibility to take care of the house. This includes cleaning, meal preparations, raising and taking care of the children as well as the husband. Compared to the men who take care of the more physical activities, such as yard work. It was known throughout many years that it was a woman’s responsibility to stay in the house while the man would go out and look for work to provide money for his family. Although the intensity of gender roles has changed, it still exists.

The use of sexualization also reinforces a pattern of gender roles that are currently circulating throughout advertisements. More often than not, women who are used as ploys in ads are seen doing household chores like vacuuming, changing the toilet paper, or making coffee. Females are rarely ever seen in a work place, and definitely not in a powerful position. In fact, the directors of most of these ads place women below or behind the man to show who has the power in actuality. Women are seen as skinny, fragile, and immobile in high heels, while men are strong and powerful. By setting up such a strong binary between the two different groups, it is obvious that the majority of the American society will not be able to fit into these roles, and it leaves a sense of rejection for the average person. This rejection, accepted by the viewers, manifests

Within the advertisement they broadcast systemically reenforced and exaggerated a large number of stereotypes about both men and women. Some may wonder, however, how this really effects everyday life. If someone sees so many ads in a day what is one more, one that is just a bit more sexist than the typical beer ad. While this it is true that the average person is overstimulated by the number of ads as it is there is still something to be said for the content of the ads. Even if a person doesn’t mentally acknowledge them the brain still notes them and stores them in the brain. If time after time one sees women in the submissive role or treated as objects, chances are they will start subconsciously believing it. On the other hand if men are constantly portrayed as stupid and hormone driven then that bias will start to seep into reality. There are also significant moral issues with this ad, if time after time women are portrayed simply as a visual feast it changes how they will be treated for the rest of their lives. Next time they walk down the street theres a chance a man may catcall her, acknowledging the fact that she was in some way appealing to him. He doesn’t do this because she is smart, funny or kind he does this simply because he was pleased by her appearance and may even think he is complementing her. However, by doing this he reenforces what the media has

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

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

Before, women were considered housewives who were in charge of taking care of children and cleaning the house while their husbands worked jobs to sustain their families. As years passed, many things have changed throughout society, including the responsibilities of both men and women. Today, women work and provide for their own family as much as men do. Throughout the years, many roles have changed, but one issue remains which is that most men do not consider house cleaning as a mandatory task. Gross believes that men lack the emotional and physical drive to do a “woman’s job”. Although today more men are contributing to their home chores, there are still many men who leave this to their wives or any woman in general. Men cook and watch for their children, but they do not bother with house cleaning. Most men feel like a clean house is not needed to have a healthy, safe environment for the family, which Gross does not agree with.

Upon a quick glance, the advertisement published in 2015 by Borgata Hotel Casino and Spa appears to be abundant in color, joyful and fairytale-like; at least when I first saw it a year ago. However, after reading about the different variations of objectification in advertisements I no longer see the ad as an innocent take on fairytales. Advertisements are meant to be geared to a public, or a specific public, in order to sell a product. Still, some ads showcase women as the product or at least a way to get people to purchase the product. Although any gender, culture, religion, or group can be victims of objectification in advertisements, women are mainly targeted.

Frequently throughout American history, the woman has been viewed as the domestic housewife. Becoming a domesticated woman was essentially their way of life. From a young age they were expected to learn how to clean, cook, sew, and take care of the children (Kendall-Tackett, Web). When they were older, they led their household with the same mannerisms. Stigmas were placed on women that differed from the traditions of society. Such stigmas basically marked them as “impure.” The housewives sole job throughout the majority of American history was to cater to the needs of the family within the house. This social norm started to deteriorate post World War II. Colossal amounts of women had inundated into the work force and had no intentions of leaving. The pressing debate of the woman in the kitchen versus the woman in the office waged in the 1950’s through the 1960’s (“The Fight for Reproductive Rights” Web). The social significance of the American female gender role passively shifted out of focus. Now, it is more accepted for women to take on different roles, even male oriented roles, outside of the house and in

Jessica, however, also proposes solutions on how to combat cleaning being portrayed as only a woman’s job and break the stereotypes. In the article, she said, “Only about 2 percent of commercials featuring men showed them doing domestic tasks.” If more commercials appealed to men, not only women, men may be more apt to taking on more of the cleaning tasks in the home. She proposes the idea of using “gadgets” to make household cleaning more fun for everyone in the home not just men.

Statics shows that women deserve some help in cleaning because they are humans and they do probably double or more of housework than men do. Therefore, you were able to successfully bring the attention of your audience by appealing to logos.