This commercial is comical to me because it so clearly reinforces and perpetuates gender stereotypes. The catchy and slightly creepy jingle, sung by an extraordinarily excited little girl, sings, "I love when my laundry gets so clean, taking care of my home is a dream dream dream." Does anyone really feel that way about cleaning? That aside, this ad is basically telling little girls, you'll take care of a home one day and you'll damn well like it.
Everything about the ad is gendered. The colors are soft, delicate, and pastels and the name of the home itself doesn't scream "gender neutral". Boys aren't really taught to play with rose petals while girls on the other hand are told to be as dainty as a flower.
The home itself is filled with typical household items, but there are only girls playing in the house. It almost seems like a boy wouldn't be allowed to play in the house because this is "women's work". Now, there's nothing wrong with teaching kids how to take care of themselves and to learn about nurturing by pretending to take care of the baby. The issue is that it is being packaged as a destiny: girls are only meant for this kind of life and behavior.
Advertisers understand that little girls want to be more like mom, but why is it okay to say that this is what mom is supposed to do, and you will too? Also, how does this ostracize single fathers. Since men are not "supposed" to do this kind of work, according to ads like this, what does that mean for their "manhood"? Parenting is hard enough, but ads like these create a world in which women will play one role and men will play another. Anything else is seen as unnatural or wrong or less than what should be, for both men and women.
There is definitely a shift happening, but stereotypes and gender norms have been packaged up and sold to the millions for many years now. It takes time and consumers demanding for more for this kind of blatant sexism to stop and more balanced, realistic advertisements to be made.
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