Women Stereotyped In Advertising

913 words, 4 pages

Intro Sample...


English 103

In today’s society it has become very common for women to be in the workforce while having an increasing amount of stay at home dads. This however does not seem to be reflected in the advertisement industry. It is a common stereotype that it is the woman’s job to keep the house clean and smelling nice. Cleaning products in particular tend to target the stay at home mother by depicting women in the household happily cleaning up after the family. By using women in the advertisements, it is suggesting that women will be the ones using the product while the body language of the actresses help to keep a light tone enhancing this stereotype.

One example of this is an advertisement for Mr. Clean. Despite having a man as the... View More »

Body Sample...


By continuing to use these stereotypes in commercials utilizing actresses and their overall body language, it sends the message that society still views a woman’s role to be at home.

This does not change as we look at this advertisement for cascade. It centers around three women discussing the cleanliness of the dishes. One appears jealous of the other on how clean the dishes and dishwasher were while the third confident woman enters to introduce the product responsible. Once again, with the focus on the females, there is nothing in this commercial to hint that the company thought of men possibly buying or using their product. It is shown in the picture how the first two women are paying attention to the “Cascade Kitchen Councilor”, as she explains the cleaning power of the soap with a professional business look and stance. With this look and her proclaimed title, the advertisement is telling its audience that the woman’s job is only to help other women clean in the kitchen. This not only places stay at home moms as the ones responsible for cleaning the household but also the women who go out to lead professional lives as well. By watching the body language of the three leading actresses in this commercial, it is plain to see the perpetuation of this stereotype by Cascade.

Throughout all of these advertisements, the women are constantly targeted by big brands under the assumption that they are the only ones using their products. Using solely women as their leading roles is a common marketing strategy when trying to appeal to women. They are displaying these cleaning ...

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