Gender in advertsing

The representation of women in commercials
The first scene in the commercial is of two women cleaning their clothes, which still shows abit of the stereotype of women, which is that women historically have been more concerned about cleanliness it is shines through even in modern advertisment.

The men in the advertisment are seen as having fun, which is what is said about the male gender, that the only things that men are concerned about achievements and having fun, in the case of this advert having fun is top of the conerns for the men.

The woman who walks into the house has a bag of shopping in her hand, again the stereotypes coming into light with the woman being concerned about family and domesticated things, but then another concept is shown in the text, the concept is that of a patriachal society with the woman being dominated by the male askin for pizza.

The role of the woman then changes as the clip continues with the woman taking on the more sexual role as she gets herself dirty and rips her skirt off revealing her legs and this can be seen as provocative on the womans part. "Thats okay, i'll clean up" is what the woman says at the table, which again goes someway in agreeing with the idea that women are more concerned with cleanliness and domesticated things.

In the rest of the clip, various products are being shown as on different adverts, but the most notable thing to take note of is the fact that only women are being shown in the adverts, especially when the cleaning is being shown it is the woman who is doing the cleaning, which again matches with the stereotypes. There is one notable segment of the advertising products section and that is when the woman is doing the dusting inside the house and the mans part in is lifting his legs so that the woman can clean. This is a perfect example of the dominance that the males have over the females even in the adverts and the advertisers are partly to blame for the women being subverted to their historical stereotypes.