SOCIAL PSYCHOLOGYPSY30203

JOURNAL 2

NAME: NURINA AIDASTUDENT ID: 0320035

The advertisement above definitely reflects a gender stereotype. This image is particularly

offensive to women because of the gender stereotyping it displays. This ad uses this powerful

icon to enforce the stereotype that a woman’s primary role, or even only responsibility is doing

house chores which in this case, is cleaning and the appearance of a home is a direct reflection of

the woman who lives in it. Before even getting into the description of the ad and product, the

image of the woman is already upholding gender stereotypes. It shows a strong woman dressed

in a janitor outfit and beside her, there are different types of cleaning products. The strong arms

show that women are supposed to be strong so that they can use their strength only to clean

better. The janitor outfit portrays that women are most likely to be janitors and cleaning is their

job. The different types of cleaning products and the caption “The power to clean anything”

show that women are supposed to clean everything and nothing else matters, regardless of her

own employment status and other responsibilities and needs. Traditionally, for decades, women

were typically stereotyped as the “housewives”. The common role for most women was to cook,

clean, take care of the children and they are the ones using the products that they purchased

while the man worked and brought home the money. Although times are much different now

where a few men know how to cook and doing house chores but it is less likely to see them

actually doing it regularly compared to women. Not only the advertiser ignores the reality that

women have more than one role within and outside of the home, they also ignore the possibility

that their male partner may share, or be the only one who is responsible in the care of the house.