Change Your World-NOT your Body

Saturday, November 5, 2011

Cleaning/Cooking Commercials

Cleaning, cooking and childcare commercials are still predominately performed by females, despite the fact that nearly 70% of women work outside the home today. What kinds of early messages do you feel this sends to boy and girls about the gender straight jacket?

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11 comments:

  1. When I was a child, I used to be worried that my future husband wouldn't like me because I'm really bad at cleaning floors. ):

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  2. Programed me to think that all women could cook and clean efficiantly and that I should expect it from my wife.

    Yes, I got past that crap.
    I learned to do all those things I was programed that I should expect of my wife.
    My boy does all his own clean up and I am desperatly trying to deprogram him daily from all the messed up stuff that society keeps feeding him.

    Jim

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  3. you're so right about the backlash. we're even more tightly imprisoned now than 30 or 40 years ago, it would seem. i just stared at that stuff blankly as a child, because i knew it wasn't me and never would be. luckily, my daughters saw me as a lawyer AND a woman, so i hope they really know, feel deep down, that they are not limited in their lives by others' ideas. i still remember "you chicks shouldn't be in law school," comments like they happened yesterday, though.

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  4. Females have always been forced to work twice as hard as men, for half -or none- of the pay. Our entire economy, our way of life, western civilization itself is based upon the principle of women working twice as hard as males.

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  5. I think advertising just targets the potential buyer, so in this respect it's reflecting the real world rather than sending messages. If anything, I tend to those commercials that show a man having the "right" answer about cleaning more insidious, as if implying that even in these areas the little woman needs the male expert to show her how to do it right.

    I'll tell you though, I lived in Sweden for a few years, and even there, I heard quite a few young men boasting how they "help" their wives at home. Maybe their sons won't do the same, but somehow I wouldn't count on it.

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  6. @Kor, lol on one hand, sad on the other.

    dirt

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  7. It might be geared towards women because sadly if the women doesn't clean the house it will be fucking disgusting. Alot of men don't find the need to clean even if they don't have a women to do it for them. Men seem to be able to handle gross environments more than women. It sucks and the cleaning and shit should be dispensed 50/50.

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  8. I think advertising gives us messages on how we should be. Alot of it is that women should look good. We get bombarded by images of ideal female beauty with all those make up and beauty product commercials. The message it gives me is our purpose is to look good. There is definitely a link between advertising and issues of identity, sexism and gender stereotyping.

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  9. I think this is covered in the first week of Sociology 101 Dirt. Very commonplace. It is referred to as social mores.

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  10. The messages how I see them sent through these commercials:
    "If you are female, you get the unpleasant part of life. And you should enjoy it, look, other women do!" I don't like watching TV at all (and simply don't do it), and these commercials that make me MAD (grrrrrrrr!) are one of the reasons. Luckily, most websites I am surfing don't throw up random cleaning advertisements, so I stick to the PC. And books.

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  11. Adding to what Doll said...it sends a message that if you don't enjoy cooking and cleaning you aren't a real female. The other side of this is that some women feel bitter towards those who genuinely enjoy doing things that are perceived as 'feminine' and call them airheads. The way females are portrayed in the media leads to a polarised and 2 dimensional view of women in general.. This contributes to a real lack of identity for girls.

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