Gender Stereotypes
We have come a long way
since the women rights movement. Women are now able to vote and hold positions
as high as men. We have women doctors and scientists , however there are some
beliefs that allow antiquated stereotype to exist, such as, women belonging at
home while the man goes to work. These stereotypes have been portrayed
throughout the media. We still see the women talking up the household products
or the beauty ones while the men promote the fancy cars and are the voice. For example, in the commercial below, there is a woman calling the makers of progressive calling for her grandmother, convinced she is the one responsible for the deliciousness of the soup. Of course, it has to be a woman responsible for something created in the kitchen (sarcasm intended). The commercial, however can be argued as not being stereotypical, although the woman calls for the grandmother, it is a group of men cooking in a kitchen. And in all fairness, i suppose its not as bad when a woman puts herself in the kitchen.
According to Sal Randazzo, author of "Mythmaking on Madison Avenue", advertisers have taken to creating images of people the consumer can relate to. Back in the 1920's, women were mostly homemakers and spent most of their time tending to their family. Women were more likely to buy household products endorsed by women just like them, same applied to men. This is the reason Betty Crocker became a household name. She was after all, the epitome of a woman, someone all other women could identify with. Even seventy years later, Betty Crocker remains a strong brand. And although advertisers try to limit, their use of stereotypes, they are still present in every day advertising.
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