Gender Roles In Moderen Advert

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television during the day, therefore advertisements tend to target the typical American housewife(Craig 1992, 209). During soap operas commercials go beyond matching a product aimed at a housewives particular needs, they portray stereotypical roles they should sustain. Daytime advertisements on television tend ³to portray men in stereotypical roles of authority and patriarchal dominance², while women are associated with traditional roles of the American housewife(Craig 1992, 209). Females are shown maintaining the perfect household, with their primary goal being to take care of their husband and or family(Nemi 1997). Housewives are seen as happy to serve others and to relinquish their spare time and personal needs; all in an effort to insure that their families feel loved and cared for(Niemi 1997). Throughout out day time commercials there are never any connotations of single families(Niemi 1997), which in reality being a single parent is a common occurrence.
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spouse in settings at home²(Craig 1992, 208). These advertisements tend to be cosmetic and household commercials showing women that product ³X² can help them better manage their time at work and home as to never neglect her family(Ruth 1995, 388). Cosmetic commercials show that a working woman can beautify herself in a matter of minutes( Stephens et.all 1994, 137). This also sets forth the negative stereotype that women are not beautiful unless they were makeup( Stephens et.all 1994, 137). The use of skinny young models in these advertisements also sets forth a view of what the ideal woman should be, a standard most women can not live up to ( Stephens et.all 1994, 137). During prime time ...

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