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about "where only women buy laundry detergent, cleaning supplies, or breakfast cereal"---
Both my husband and I worked in advertising for newspapers for the better part of about 8 years each. I'm very aware of marketing techniques, subtle 'hints' and stereotypes perpetuated in advertising, etc.
Because of our experience in the field of advertising and marketing, I'm an advertier's worst nightmare. I don't pay attention to commercials. The mute goes on the TV when they come on (when we happen to watch TV at all). Across the street from my apartment are 2 billboards that are in absolute plain view from my living room---I see them every day and have seen them every day for the past 2 years, but for a million dollars I couldn't tell you AT ALL what is being advertised on those billboards.
Ads don't impact me. I don't pay attention to them.
However, many people do. Far too many people might I add.
I've often brought this up between friends both in and out of advertising----why is it that the cleaning products always have a man pitching the product to a "housewife"? Why is it always the woman who's in the store buying the cereal? Why is it always the woman with a scrub-brush on one hand and a perplexed look on her face regarding how to get rid of nasty soap scum?
Why are there only men in commercials for power tools? Or car products? Jiffy Lube? Grills and grill products? Yard-work products?
Old stereotypes die VERY hard. In the 1950's and 60's and even into the 70's, I could see how MANY women would have still been the ones to have the burden of house cleaning thrust upon them, or diaper changing, or grocery buying. Equally, I can see in those times when MANY men would have still been the ones to have the burden of cleaning out the gutter, or fixing the car, or mowing the lawn.
However, this isn't 1950 anymore.
There are plenty of men, without women in tow, at the grocery store buying *gasp* Cereal and cleaning products. There are plenty of women at Lowes without men in tow, buying *gasp* grills and lawn fertilizer.
But that's not the message you'd get if you only judged society by its advertising.
Per the TV commercials, and newspaper inserts and magazine ads, WOMEN do the shopping, MEN do the dirty hard work.
WOMEN keep things clean, MEN mess them up
MEN look at the kids while WOMEN change the diapers
WOMEN stand by with a glass of lemonaide while the MEN mow the lawn.
It's disgusting, really. In commercials, women are either the ball-busting Dr. Mom type, or the ditzy "How DO I get these hard water stains off of my fine china? I just can not cope with these spots!!! MISTER CLEAN--HEP ME! HEP ME!"
In commercials, men are always dolts with an IQ of a 4 year old who can't handle the house when mom's gone, puts laundry detergent in the dishwasher and looks flummoxed when suds fill the kitchen. OR they're the SUPERMEN who can change the oil filter with one hand while clipping the hedges with the other and flipping a burger on the grill with his toes.
And where are the non-white people in commercials? Except for the black lady that hocks Pine-Sol and the black couple that hocks the Diarrahea medicine, you just don't see black folks, or asian folks in commercials (unless they're hocking Uncle Ben's rice, or Soy Sauce). You're starting to see more people that I suppose are supposed to represent the Hispanic community (you know--white people with dark hair and a good tan who eat copious amounts of salsa and beans). But no equal representation for the people that make up this nation.
No people with disabilities, unless they're espousing the wonders of being a greeter at Walmart. No old people unless they're talking about arthritis medication or pads to absorb the problems associated with incontinence.
Stereotypes abound. Most people are so conditioned to them that they just don't pay attention.
Me--I'm so aware of them that I CAN'T look at them or pay attention to them anymore. I feel like my head is going to explode if I see one more kid with a kool-aid ring around their mouth saying "Mommy! Me Hungy! Fix me dinner!" while dad, with a broad smile on his face, holds the new W-40 as he changes the oil in the driveway.
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