Today is the 100th annual International Women’s Day so I figured writing about women’s progress seemed appropriate. While we’ve made great strides in breaking into the voting booth, the classroom, the boardroom, and (almost) the White House, one area we’ve still got to work on is breaking out of archaic stereotypes. You know the one I’m talking about: the submissive woman tied down by her domestic responsibilities. Nowhere else is this better depicted than in ads for cleaning and cooking supplies.
Seriously, watch HGTV, TLC, the Style Network, or any other channel geared primarily toward women, you’ll see tons of commercials for Swiffers, Windex, Pledge, different brands of spices, seasonings, and salad dresses, all with women happily utilizing these wonderful products. The average commercial features a woman home alone (her husband and kids are at work and school, presumably) either cooking or cleaning in casual clothes, while the announcer talks about how this great new multi-surface cleaner or salad seasoning has changed her life all to the tune of soothing, yet upbeat background music.
Ugh, please.
Why do advertisers continually market primarily household cleaning and food preparation products towards women despite our undeniable advances in education, entrepreneurship, and professional development outside the home? Unfortunately the answer is pretty obvious: even though the data doesn’t support this outdated image of the 1950’s housewife (there are plenty of stay-at-home dads now, too and women make up the majority of tons of college campuses!), the attitude is still around. Think about it, the thought of a commercial featuring a man gleefully cleaning his family home with a Swiffer Sweeper or using Reynolds Wrap non-stick foil to make the perfect roast beef dinner for his loving wife and kids seems ridiculous doesn’t it? And that’s exactly the problem.
My point here is that as the emerging generation of enlightened (soon-to-be) college grads to which I proudly belong has got to be better than this. As a society, let’s challenge these ideas that hold women down and put undue pressure on men. We’re better than the “go make me a sandwich" jokes and the “I just raped my exam” remarks. We’re above the assumptions that a woman my age just needs a job to meet a husband that can provide for her. And we’re sure as hell a lot better than trashy rap music that objectify women as little more than ‘bitches’ and ‘shawties.’ So let's start acting like it.
After all, creating a culture of equality is the first step toward a reality of equality.
But that’s just what I think.
Couldn't agree more Nin! It's funny you mention the commercials b/c that's been annoying me for years. Another stereotype I get sick of is the "Women/mothers know everything and are perpetually bitchy while their husbands are stupid and fun". This seems to be the formula for every family in a sitcom. I just think it's boring. And you see these television 'ideals' permeating the real world all the time. For example, at my restaurant women will dote on their helpless husbands and bring them leftovers b/c there's no way they could actually feed themselves. Or, after a day of shopping they joke about hiding their purchases before their husbands come home. I hope that my generation and yours will view marriage or a civil union (still hoping for the day I don't have to make that distinction... and yes, I did have to 'go there') as more of a partnership between two equally capable and self-sufficient adults who both contribute to their household in ways that stretch beyond the usual gender-specific roles. This in turn will hopefully teach future children that they don't have to be stifled by such parameters as well and eventually we can all stop watching Everybody Loves Raymond.
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