You CAN be the perfect housewife!

Did you know Electrolux appliances can make you the perfect housewife? It's obvious in this commercial by using these products it will make your life easier, your kids will be amazed by you, and everyone in your family will love you and you'll love doing ALL the chores!

I find it hard to believe by owning a certain type of oven and washing machine that it will make your life this easy and perfect.  This brand is attempting to show that if you buy their product it will make your life this way, which is what every woman wants right?  I doubt from washing all the clothes, hosting a dinner, and cooking everything and having that kind of energy at the end of the day is the image of most women after that.  

This is the portrayal of women we see everywhere including commercials, movies, and most TV shows.  The woman who looks perfect all the time while doing all the housework, and making her children and husband happy, is the standard to which we are influenced to achieve.  It's difficult to comprehend when many women are also in the work field today that most women can pull that off with a job and still have the time and energy to run a household alone.  TV shows like the genre of soap operas are very encouraging of the housewife image.  The women are all perfectly made-up and seem to run a fairly impressive household amongst all the other drama.  In real life, as most people have parents who both work, most mothers do not work an 8-4 and come home and take care of all the chores.  More commonly I believe the chores are shared between children, and cooking is sometimes be done by the father, and that is the real family life most of us live and I don't understand what it is about that image that no media source thinks is right?

When these types of commercials are made, I feel as though for most women it would be hard to relate.  But is that what we want is to secretly he the hero of our home? The "Angel in the House"? We are shown everyday it is what we should want, but that's just not reality and I am glad I am not from a house hold where the mother is "perfect".  I come from a real family of shared responsibilities and am happy to say I do the laundry, and when I do not have a smile on my face.

- Regina Filangi

Tides take on Gender

Tide, just like many other household product ads, is notorious for being sexist in it's commercials.  This ad however, is new for Tide, showing it's view on gender roles.

The video shows a woman, obviously the perfect housewife and mother, who is upset that her daughter does not dress like a little girl "should".  Despite her attempts to stain her daughter's clothing, she uses Tide, which no matter what gets the stains out because it is meant to make life "easier and cleaner" for women.

Usually it is the sexist ads that only show women cleaning, doing dishes, and laundry that bother me, but this ad is taking it to a new low, trying to tell children how to dress and their role of a frilly, pink, little girl or a camo, cargo shorts, little boy.  They are saying if you do not conform to this social standard you will be "wrong" and clearly it will make mom unhappy.  This social norm of gender begins at birth with the colours that are attatched to gender and the roles associated as well.  The little girl in the commercial is playing with blocks and trucks but to society should be playing with dolls and kitchen sets because it is expected that she grows up knowing about the kitchen and babies because that's all she will know. 

In the movies and soaps, women are often portrayed as the perfect housewife and that is usually the norm.  This is just another way women we are influenced to grow up doing dishes and laundry and taking care of the family, and if you don't conform with that idea you are out of place and won't fit in to what society wants.  A movie that goes outside the norm like "Bridesmaids", that shows women in a more vulgar manner is deffinetly funny but not meets the standard of the lady-like homemaker.

I do agree with one thing in this commercial, this detergent works and gets my clothes clean.  But the "style is an option clean is not" caption at the end, I do not agree with.  Tide, stick to cleaning my clothes and not defining my place in society, thanks.

- Regina Filanji

Women as Targets

Women are targeted in many of the advertisements for household products and goods, because they are considered to be the major consumers for those products. The advertisements are produced to appeal to women in a way that will make them want to try a new product, because the outcomes that are presented in the commercials are positive.

The thing i don’t understand is why so many women in cleaning commercials look so happy to be cleaning. I know myself, i dread the thought of cleaning, and it definitely doesn’t put a big smile on my face when it comes time to do it.

You can see in many of the Mr. Clean commercials it is always a women cleaning. And the thing that really gets me, is that they are using Mr. Clean products, yet mr.clean himself never picks up his own product and shows what it does. Instead he stands behind the women and watches as she cleans. Also, at the end of all the commercials, when the women as successfully scrubbed all the dirt off, she seems to always need a sign of approval from mr.clean that she did a good job. He does a wink of his animated eye, a nod of a job well done or a super exciting high five!

Here is a Mr. Clean commercial that shows this, as well as showing how a women`s cleaning can bring the family together:

Here is another Mr. Clean commercial that shows the controversy behind the "magic"  power of his products, and what the advertisers may really be trying to sell. I think it is pretty funny and gets a point across..

The crazy things about this commercial is that after she is done cleaning, she gets her reward, of him naked in her bed.

Let me know what you think about this..

-tm-blogger

Toilet Paper ~ Or Sex Drive

http://www.youtube.com/watch?v=UHbhngwg3uc

This is the most recent commercial for the toilet paper brand "Cottenelle"

At first I thought it was simply another one of those ridiculousy adorable commercials with kittens in it, but instead they are not so subtly making a connection between toilet paper and a healthy sex life with just "one little switch".
The age of the couple is apparent and made all the more exaggerated when she explains how they have been together for so long. It is also apparent by her mannerisms as well as her general look. That of a healthy older women roughly in her fifties, early sixties. Their age is hinting at the need for change in their routine. That somehow changing to a new type of toilet paper will make them young and sexy again. The man will take her out and that is going to give them a fresh start.
The commercial takes place in the bedroom, (as if that is the only place a women is sexy? that is the first thought that came into my head as I was watching) and references the thickness of the toilet paper as she fingers the package. If there were anymore innuendoes it would be an add for a vibrator or Viagra.
It once again leaves the changes up to the women, who is bound to her household duties and the Mans job to take her outside the home. She is to make his life more pleasurable.
How her life is so routine that the only way she could think to spice it up is to buy new toilet paper.
When her husband try's to ask where she keeps something, she doesn't even wait till he has finished asking the question before answering, as if she is so used to his commands, that she no longer needs to be asked to know what he wants.
Over all, I found the commercial to be quite sexist and stereotypical. The way they portray older adults needing to step things up, by breaking out new toilet paper is a subtle innuendo that is sure to be noted by many viewers.
I thought this was the perfect "Household good" :)
~Rosebud

A difficult Marriage

Yes, this commercial is supposed to be humorous and ironic. But to me and I'm sure many others its humorous and ironic for a different reason.

First it seems the woman is in a marriage counselling session with her unseen spouse who is out of the shot. Here by itself, it shows a stereotypically emotional woman, who explains she is begging for her unseen "spouse" to make their "relationship" work.

Surprise!! It's actually her mop! I'm sure the producer of this commercials intent was to produce a light laugh and maybe a "I know how that feels" reaction by a women's audience. But I definitely find this ad extremely annoying.

They are sending the message that women are so attached to their everyday cleaning and household products that the relationship between women and household product is that of a marriage or relationship. Perfect example of how maybe our society has not come so far from the age of 1950's housewife as we had thought.

- Meryle Girl

Whirlpool

Take a look at this video!...... Whirpool...

The 21 seconds of this 'Spot Lavadora Whirpool' commercial is obvious proof that women are a major target for household product advertisements. I feel this is a great example of a variety of techniques companies use to remind women of 'their place'. 

This commercial connects with our class discussion on chick flicks. These types of films (and advertisements in this case) are designed to attract women and use the same 'story line' that women have claimed to love and watch over and over again. This 'typical chick flick' theme is presented when the woman in the ad gracefully prances over to her prince charming (the washing machine). This idea of the washing machine being the one she reaches out to and is so happy to find is the same idea seen in everyday chick flicks. The women always ends up running to the man and falling in love. The advertisement shows women that cleaning (household products and household duties) is their destiny in life. Once she has found the perfect washing machine, she can stop looking. This new fancy washing machine makes her feel complete. The washing machine is standing still, looking strong and sturdy (like the stereotypical man). Chick flicks typically use this theme too; once she finds her husband her life is complete. He means everything to her. The theme used is romance. The washing machine is seen as the romance in a women's life. This household product is made to look like her soul mate. The video is made to feel romantic through the use of dark lighting (setting the mood), soft pictures, transitions between pictures and different camera angles that are soft and slow, and the soft and seductive voice used for narration. This romance is advertised to women because they are trained to believe that is what they care about. The company tells women they need romance in their life to be happy. Other aspects of sexuality and romance in the commercial are present too. The woman used is a stereotypically beautiful woman; tall, blonde and skinny. They have her hair blowing in the wind and slow motion running towards the washing machine. Butterflies are used so softly and gracefully, making the video seem airy and light. The light and airy feel is just like the chick flicks we have studied. This ad can be considered 'light entertainment' in the sense that its 'fluffy' and we aren't expected to think much into it. This makes the women feel like they don't have to think about their choices; its obvious they need this specific washing machine. Butterflies are also girly and produce that same romantic feel we get from the previously talked about techniques. We can say the company has achieved 'emotional engagement'  as the overdramatic actions of the woman running over to her washing machine its definitely over the top. It gained 'real time' as the ad makes this woman seem like the real deal; the real representation of women in society (perfect). The video produces a a romantic feel when they do a close up shot on her face with long blinking eye lashes. The next shot does a close up on her lips. The woman in the video is pursing her lips making a kiss face that is supposed to be sexual and romantic. The company uses this advertisement to remind women their place is in the home using these products; and they should be satisfied with that.  

The video reminds women that their place is in the home. The end of the video says "sensing the difference" and that is telling women that if you are smart, you will understand that this washing machine is the answer to all your problems. Cleaning gives women their '6th sense'; their power. Cleaning is what makes them worthy individuals. The part that says 'results with a real sense of difference' really is saying if you are a women and have 'a lot of sense' you too will choose this washing machine. 

I feel like the ad is polysemic because its tells women they should love this machine because its romantic just like they should be. Its also is telling women they are good for nothing but cleaning. You can either see it as a light and fluffy ad that we are used to and enjoy,  or, we can see it as a horrible representaion that devalues women.  It can be considered a cultural dupe because women are being tricked into believing they are supped to be romantic creatures and this washing machine is what will allow them to achieve that position. 

Women are reminded that being a woman means doing the laundry. Having the latest and greatest household products make you feel young and alive just like the girl in tho video! The only thing you are good for is doing household chores, like the laundry. Strong powerful men love girls who are delicate and caring about the household choses. Remember to show how sexy you can be while doing the laundry, its such a romantic chore! ;)

When I was doing research for romancing in household advertisements I found (somewhere!!) that companies like to use European words/French words to name their products because it sounds more romantic. I must have read it in my research somewhere along the line but now i can't find it anywhere. Has anyone come across this? The title of the video I chose reminded me of this and I am curious now.. It makes sense though; sex sells! 

I found this whirlpool commercial on the blog below, it has a lot of other great stuff I hope to analyze in later blogs.

 http://adwomeninenglish.blogspot.com/2009/01/has-household-products-advertising.html

-Goldilocks

Culture jams: Who' watching

http://dir.yahoo.com/thespark/category/Culture+Jamming

very interesting read 

Love it or hate it, if you think its art or havoc, cultural jamming makes us take a double look. Anita Harris referred to it " as a number of techniques that use the vary material of consumer culture to undermine its messages and power" (Jamming Girl Culture:Young Women and Consumer Citizinship, P, 168). However you see it, either on the internet or street signs you'll take a mental picture because your not used to it. The idea that people are used to a certain thing and will feel threatened when shown the true colours of what they believe in. In our society its either your in or out of what is considered a social norm, and if your out your less heard and excepted. Our society follows a certain standard of living and some of us need it to feel normal. Cultural jamming threatens the normality of the society. It is not something you see everyday so i don't think it has an effect at the moment because not everyone is aware of it, and it only effects those who see it and understand it. culture jamming is the creation of a contrast between corporate and mass media images and the realities or perceived negative side of a corporation or media. It could be done symbolically through the internet with videos, or by street grafitty. Cultural jamming reawakens a sense of wonder it makes you think about the society and the environment you live in as well as the products and services you buy. Its ideas stimulate personal interpretation and independent thinking. Culture jamming is intended to expose it is a reaction against social conformity, Many culture Jams are simply aimed at exposing questionable political assumptions behind commercial culture so that people can momentarily consider the branded environment in which they live. Websites like Adbusters, which  consideres itself as an activists magazine known for its anti branding campaigns, yet its black spots sneakers which is a shoes with a black spot instead of a logo where a corporate logo is expected. To me a black spot is still a logo and still recognizable like a Nike logo. Adbuster is encouraging it's readers to help spread the "black spot" just like Nike encourages it's consumers to buy their shoes. Which leads to my point in that Adbusters just like Nike in ways are both selling a symbol and a product. I believe Adbusters adds have become the opposite, their resistance to adds has become a form of advertising itself. I don't believe culture jamming is considered elicit, that involves how well and widely it's message is being received, and if whoever is viewing it is understanding it's content. It also has to think of the individuals social location since for example i live in Thunder Bay, a small city we are not aware of cultural jamming. It is present in larger cities and its absencent in small communities. Even in bigger cities it is harder for a culture jam message to reach an audience. Even taking all of todays technologies like youtube and blogs it is still hard for cultural jam to reach a mass audience. I for one never knew what cultural jamming was or meant until taking this course, and i have lived in a big city before Thunder Bay, even tho it is present on a global scale not everyone who views it will be able to appreciate it's meaning. Since educated individuals are part of the elite in our society, cultural jamming can not deny it's elitism. As persons socio economic background will bring different understanding to culture jams. A middle class individual who can afford to go to university is more likely to be exposed to knowledge that a person from a less class will not be. And the individuals who are knowledgable will understand the artsy messages of cultural jamming where as others will find it atrocious, in his article Ryan Moore explained how "Although problems of consumer capitalism are being addressed, many people consider culture jamming not only personally offensive, but also offensive to the vendors". (http://canadiandimension.com/articles/3998/). Culture jamming is not a good feminist tool because it is Elicit and does not reach a big audience. Women need to find a better tool that can reach a wider audience in order to have their messages reached for everyone and specially in every socio economic background. 

"Fiesty"