House-Keeping and the Modern Advertisement Research Paper by Quality Writers

House-Keeping and the Modern Advertisement
A look at how advertising still targets woman in a supposedly gender equal world.
# 100915 | 1,798 words | 8 sources | MLA | 2008 | US
Published on Feb 10, 2008 in Advertising (Gender Issues) , Sociology (General) , Women Studies (General)

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This paper discusses how advertisements, sometimes insultingly, portray women as empowered in terms of taking on so much of the general cleaning labor, but the positioning of woman as the house-keeper remains unchanged. To explore this issue, it looks at a range of advertising for cleaning products, arguing that women continue to be portrayed in a limited manner and in fact are likely to be spending more time on cleaning as a result of social expectations for private spaces to be showcases.

From the Paper:

"For the most part, given most of these advertisements, it would seem that it is almost entirely up to women to deal with all of the grime in the kitchen, bathroom, laundry room, and anywhere else it may lurk. Whether it is an advertisement for Swiffer products, Tide laundry detergent, or the curious bathtub scouring substance known as Vim, women are consistently portrayed as the lone crusaders, responsible for such matters of the home, and that reinforces stereotypes that keep women as the lead in such roles. For despite making more progress in closing the gender-gap at work, studies show that women still have more to gain in terms of getting their husbands to pick up the slack at home."

Sample of Sources Used:

  • Goffman, Erving. Gender Advertisements. New York : Harper Colophon Books. 1979.
  • "How to Have a Great Marriage: Handle Housework." Marriage-ology. March, 1, 2006. Accessed November 16, 2006 <>
  • Kilbourne, Jean. "Beauty and the Beast of Advertising." Gender, Race and Class in Media. Eds. Gail Dines and Jean M. Humez. Thousand Oaks: Sage. 1995.
  • Lipsitz, George. "The Meaning of Memory: Family, Class and Ethnicity in Early Network Television." Gender, Race and Class in Media. Eds. Gail Dines and Jean M. Humez. Thousand Oaks: Sage. 1995.
  • Swiffer. Proctor & Gamble. Accessed November 16, 2006 <>

Cite this Research Paper:

APA Format

House-Keeping and the Modern Advertisement (2008, February 10) Retrieved March 02, 2024, from

MLA Format

"House-Keeping and the Modern Advertisement" 10 February 2008. Web. 02 March. 2024. <>