Gender Roles in Advertising

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Whenever I flip the channels while watching TV, I find myself bombarded from every angle with tempting images, and catchy phrases that give me satisfaction without even realizing it. However, there are always those kinds of advertisements, such as the Clorox ad or the Mr. Clean one which, as a female, bother me. Whether their toxic content is inadvertent or outright, the messages contained in these advertisements are heinous. Take, for example, the Mr. Clean advertisement. This ad portrays two women being very concerned with their house, and how it is not perfectly clean. I demand to know why is it the woman in the family that is possessed with anything cleaning related. Is the woman the only person who should know about Mr. Clean products and how they help her reach her satisfaction in her duty? Shouldn't a man also be worried and concerned about the well-maintenance of his house? Or is he just too busy to be bothered with such women's work? That is the reason I am constantly disturbed by this ad, for it is part of capitalist ideology, of a patriarchal agenda to socially construct certain roles for different groups. It expresses the unrealistic, common view of men and women and their function in society. Women are often depicted as being the ones responsible for the well maintenance of the house, while men are the ones who guide and direct women as they (men) watch them perform their duty. As years are passing by, there are a few changes occurring such as men becoming a little more preoccupied with the house activities; however, this ad shows that we still live in a patriarchal society and Mr. Clean is the implication of how our culture will always believe in the all powerful man, being the "Head" of our society, even while women are becoming more powerful. It is a dichotomy; women progressing and equaling men in power, yet media continues to use patriarchal images.

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