Gender Stereotypes In Kenwood Chef's Advertising
Gender stereotypes have existed for thousands of years, however, this is now changing. Although women now have higher aspirations, gender stereotypes still exist, which is stopping women from achieving their potential.In the United States, males spend approximately 10 hours more at work compared to females. (Sharon Jayson, 2013) This is likely to be higher in less developed countries, where the unemployment rate is higher.
Public figures such as Michelle Obama and Hillary Clinton, advocate gender equality, by giving motivational speeches to inspire women to stand up for themselves. They could have happily stayed out of the spotlight. However, they chose to empower young women and share their own experiences and struggles to inspire them to strive for their own wants and needs. Hillary Clinton could have contently retired and looked after her granddaughter, but she strove to run for the president of the USA in 2016, and has become one of the representative role models for young women.
However, in the 20th century, most advertisements released contains elements of gender stereotypes. Kenwood Chef’s advert is one of the clearest demonstration of this, released in 1961 in the United States. It suggests the idea
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In Kenwood Chef’s advert, the man was presented with smart and tailored suits, whereas his wife was dressed in conservative clothing with attractive bright red colored nails. This simple illustration totally reflects the “white picket fence” lifestyle during the 1961. The smile of the housewife brings the emotion of jovial, with a sense of love. However, under the “smile” she may be filled with exhaustion and bitterness, working hard and feeling helpless. Although most women don’t enjoy doing housework, they refuse to stand up for themselves, and this is all because of the assumptions that people made based on
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