The role of the housewife in advertising on Page 12 - 8/12/2010 We miss both Walsh By Cecilia B. Díaz *
recent publications on cleaning products through the drama of everyday situations make it necessary not only consumption but also as expendable reproduce a sexist stereotype, anachronistic and demeaning about the role of women in society .
In this sense, the product series of spots Mr. Muscle is significant. In general, we see the same narrative structure: an area of \u200b\u200bthe house crowded with dirt, a housewife hesitant to the task and, finally, comes the hero who symbolizes the effectiveness of what is sold.
The character Mr. Muscle is athletic, skilled, dynamic and Resolution, and then display its skill, leaving the scene quickly. In contrast, the "victim", annoyed by the inconvenience in your bathroom or kitchen, always a woman, who alone is no solution and is a strong man who's come to save. There reveals the stereotype because, currently, home cleaning is not just the exclusive domain of femininity, but there are men (single, separated and / or heads of household) in front of the housework.
similar case it is Poett, which has different codes in contradiction. On the one hand, the single states: "I have time to create, I am free to dream, I have wanted to sing, I have wings to fly, "which certainly seems a liberating message. However, the star of the advertising piece finishes clean the living room floor and under the effect of the "delicate fragrance," looks back a smile when her son, her husband and dog. Ie become the obligations of her role as wife and mother. Thus, the image is breaking with that message at first, seemed liberating. Is valid, then ask: what is the time you have to "create" if he finished his job back their demands? Indeed, the work is naturalized homemaker means no free time and is intrinsic females.
anachronistically, none of these spots is referred to the professional sphere in which women developed today. Even from the semiotic analysis we can see that in building the image of the housewife uses neutral colors, neat appearance, clothing and hairstyles conservatives achieve the dual purpose of easy identification, on the one hand, and reify the protagonists, on the other. The latter property reach the end where they have no personality, but are hazy on the ubiquity of the product.
advertising for rapid interpretation of his message and highlight the qualities of a product usually rely on simplifications. But in these cases, stereotypes correspond to patterns of another time and its purpose is ultimately naturalize a conservative view of women.
* Degree in Social Communication - Universidad Nacional de La Matanza (UNLaM).
Link:
http://www.pagina12.com.ar/diario/laventana/26-158283-2010-12-08.html
