Monday, March 2, 2015

Post 6 (or, thoughts on a sexist ad)

Of the three ads to choose from, I find the Alcoa Aluminum ad fascinating. It captures the 1950s aesthetic perfectly: from the hair style and colors to -- especially -- the sexist attitude. One could argue that the ad is a product (pun totally intended) of the time. Women were expected to stay home and tend to household duties. Women were expected to be mothers, predominantly, and to provide the family with food.

That said, the ad furthers the mindset of the era by portraying the woman as the keeper of the home and relegates her to household duties. Worse, the ad portrays women (if we extrapolate gender stereotypes from the image) as physically weak. The company practically boasts that no matter how weak a woman is, she will be able to open the bottle because the product is just that good.

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