Even in the year 2009, women are still under the asumption that it is their role in life to clean and take care of the household. Sure, many women today are still stay-at-home mothers, where it is their job to take care of the house and children. However, more today than ever before, mothers and women are staying in the work force, even while they're raising families. The stereotypical "housewife" is slowly going away in American society. Therefore, it is rather offensive that the majority of cooking and cleaning product advertisements all contain women using these products. They are all the stereotypical "housewife" in each ad or commercial. It is not only degrading, but it erases all the progress women have made to rid themselves of this stereotype. As a woman myself who has a career other than cleaning up after my family, I find these ads not only offensive, but rather annoying. My husband knows how to sweep the floor or clean the windows, and knows how to clean up after himself. Therefore, its confusing why there are never ANY men in such ads. If there is such a big controversy over racism in the media, there should be a similar attitude towards feminism, which can be just as degrading.
Your approach to this ad through the lense of a critical feminist is very appropriate. The ad even goes as far to speak of "he", supporting the stereotype that females are the homemakers in American society. Marketing a product with a female as the spokesperson is fine, but alluding that it is their job to clean for their husband and family is not. You certainly called out this ad!
ReplyDeleteNot only was this funny, but very convincing. You made a great point using feminist theory to show the men are just as capable as cleaning as women. However, I think you need to go back and make your theory more pronounced by literally stating the theory. That way the relation is clearer.
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