Essay on Stereotypes And Stereotypes Of Women

886 Words 4 Pages
It’s no secret that women are often portrayed as conforming to their traditional gender roles in American advertisements. There has been a concern over how women are being portrayed in the media dating back to as early as the 1960s (Bardwick & Schumann). In a study conducted by Bardwick and Schumann, various television advertisements were analyzed for their portrayals of women. The study concluded that women were often shown to be “housebound” and “preoccupied with dirt” (Bardwick & Schumann, p.18). Even today, portrayals of women in advertisements still conform to the stereotype of women being homemakers whose sole purpose, for the most part, is to cook and clean. Various products are guilty of perpetuating this stereotype, but there are specific types of products that tend to exclusively portray women as conforming to traditional gender roles. In this essay I will specifically be focusing on the cleaning product industry and will be analyzing how their advertisements continue to advance the stereotype of women being “housebound” and “obsessed with dirt.”
Rarely do we ever see men portrayed in cleaning product advertisements. When we do see them, they’re often portrayed as being lazy couch potatoes or slobs. Generally, we see women in cleaning product ads. This is primarily because women are predominantly associated with household products when it comes to marketing (Courtney & Whipple; Dominick & Rauch). In a study conducted by Vaishali Shrikhande, two hundred and…

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