The Way to a Man's Heart

One of the most intriguing trends in advertising that has not changed much since Marshall McLuhan's book "The Mechanical Bride" was written in 1951 is the portrayal of gender roles and how they are associated with particular products.  What astounds me particularly about this trend is the connection between women and common household appliances.  Women are depicted as being domesticated; stay at home types who take great pleasure in cooking and cleaning for their male counterparts.  They seem to live for these activities, ultimately seeking the approval of their man.  I find it fascinating that even during this modern era where both women and men are equally active in the workforce, the depiction of the ideal woman is one who enjoys cooking and staying in the home.  Although many of these depictions are becoming obsolete, it is obvious that contemporary marketing campaigns are still focused on the notion that women should remain domesticated.

<a href="http://video.msn.com/video.aspx?vid=a199b983-a186-430f-b35e-d288d79aca04" target="_new" title="The Cupcake Queen Commercial&#160;">Video: The Cupcake Queen Commercial&#160;</a>

The Cupcake Queen

One particular ad that struck me was an Electrolux oven commercial called "The Cupcake Queen", featuring morning talk show hostess Kelly Ripa.  Her friend narrates the ad, opening with the assertion that "Just because a woman is single doesn't mean she doesn't understand the right appliances can help you find YOUR McHottie."  In this initial statement we hear the term "McHottie" used so casually that we feel forced to embrace this rather ridiculous new cultural lexicon.  Although we may snicker at the uttering of the word "McHottie", we cannot allow ourselves to ignore the fact that the overall message of this ad is suggesting that women who take their appliances seriously are more likely to land a good man.

She lives in an apartment building "filled with hot guys", guys who come to her door specifically for her cupcakes.  This is a metaphor for the old quip that goes something like 'the way to a man's heart is...' etc.  Apparently its not her intellect, sense of humor, or even good looks that attract the attention of her several gentleman callers.  Its the cupcakes.  And the only way to make the delicious sort of cupcakes that drive the boys crazy is in an Electrolux Double Wall Oven.

I also notice that all of the cupcake guys are quite handsome.  The ad's mission is to get its female viewers 'turned on' by the depictions of these men.  We should therefore associate the attention of an attractive fellow to a woman's acquisition of the right appliances.  The ad is ultimately suggesting that any single woman wouldn't have to be single if she simply knew how to cook.  And this assertion falls slightly short of reality, considering that in this modern era many women and men alike enjoy life being single.  But this commercial is blatantly voicing the ideal status quo of women and men joined together in a 'conventional' union.  We assume that she stays home and cooks while he goes off to work.

A Sanford Home

Another ad I found that depicts this domestication even more so is one for Sanford Home Appliances.  It begins by showing a mother and daughter in their pristine, sterile, and rather hospital room-esque home.  The telephone rings and they gleefully rush to answer.  Daddy is on the other end of the line, in his suit, stepping into his car.  "Is it time for a movie?" he asks.  Mother and daughter are overjoyed, and quickly begin doing random chores.  And each particular chore displays the function and fashion of the various Sanford appliances they own.  A cheesy, cheerful jingle sung by a chorus of women croon about how joyous it is to have a "Sanford Home".

Toward the end of the commercial, daddy comes home and unveils an enormous television that he just bought.  After all, it would seem that he is the bread-winner, and ultimately wields the power to purchase.  In this sequence we can associate products related to home entertainment with the man, and products related to cooking and cleaning with the woman.  And I can't forget to mention that the role of child-rearing is also associated with the woman in this ad.

These two commercials differ in the sense that the Electrolux ad is pushing one particular product, while the Sanford ad suggests that one should fill their entire home exclusively with their appliances and electronics.  But both ads depict a woman who not only has a close relationship with her domestic machines but also enjoys using them, for the benefit of pleasing her man and running a happy home.

Now, I must digress.  Many women are homemakers, and these ads speak more to this particular demographic.  I will admit that not every woman has the opportunity or desire to enter into the professional workforce.  Many opt to stay home and raise a family.  And many are simply denied the chance to succeed in a particular field of work, hence the 'glass ceiling' theory.  But I believe that achieving equality of the sexes becomes undermined by depictions such as these in everyday advertising.  Surely, there is nothing wrong with the role of the domesticated woman.  However this should by no means represent any sort of ideal.  I find it strange and disappointing that even though a lot has changed since the 1950's, advertising still has the power to subtly assert its notions on how gender roles should be properly played.