This YouTube video contains 6 different advertisements that show gender roles in life due to gender stereotypes that women are the people who are housekeeping, and working as the housewives. Therefore those commercial easily shows women using their product due to creating familiarity. But gender roles are mostly quite not right as the ideas come from stereotypes of gender. Not only women are working at home and cleaning, men also belong to housework. In Korea, this kind of gender roles were more serious issue coming through 21st century, because as most of the Asian countries do, due to Confucian ideas, some aged people still have idea that men are better than women, and women need to stay at home looking after the kids, be housewife and men are the people who are mainly getting profit for the family as the idea of men are in higher class compared to women. However, since the beginning of 21st century, people started thinking of both women and men are equal and there are no differences between anyway.
What commonalities/differences exist between your chosen advertisements in terms of how gender is presented?
In my personal opinion, this advertisement was created with gender role which is an old type stereotype in the society- that women only do the housework and men are not. However, as time flew, people's perspective has been changed, which led to the idea of women also can work outside the house, men also can do housework and look after the kids. But, women are the people who bear babies and easily gets most of the responsibilities while looking after the baby at home. That caused the stereotype that women are the people who work in-house.
What do your chosen ads reveal about how your industry/product is marketed to consumers?
As I explained earlier, advertisements should create familiarity, not abnormality- as the company wants consumers to buy their product and use them in real life. In that case, the role of advertisement is to show how comfortable/easy the product makes during the real-life situation and make the customers have an idea of purchasing the item.
What do your ads reveal about society?
It reveals about society's stereotypes on gender roles. Commonly, in the media, gender role of women are housewives, looking after the kids, etc and for the male, it is working outside and get profit. Which was quite true in the past, but the world has been changed. However, the advertisements are showing the stereotypes which are still there in people's mind.
Interesting perspective on gender stereotypes in cleaning ads. I agree with your points as well as that link to outside America - because it's not only in one country, it's everywhere. It annoys me that women are the only figures shown in these cleaning advertisements. I haven't, yet, seen an ad that had both male and female figure in a cleaning advertisement.
ReplyDeleteThat's such a common issue in the world: females labeled as household keepers and men being the ones who provide for the family. I believe that this is seen in Asian countries more frequently, like you said, in Korea. I can relate to this because this is like, a requirement even in India. For instance, people expect you to be able to cook and if you say no, they'd be disappointed though the males in their family doesn't know to cook.
ReplyDeleteI think that you could relate the advertisements more to your analysis although I do understand what you're trying to say. Maybe specify some examples or connection of the products that were used in the video.