One way the ad conveys a negative view of femininity is through the use of clothing. The three-part ad is for a cereal that includes vitamins. We are shown what seems to be a lovely, happy looking married couple. The husband dressed in a formal suit and tie with dress shoes to match his business-man attire, the audience can make an inference that this man has just arrived home from a long day’s work. The wife is dressed in typical housemaid garments, a traditional day dress hidden behind an apron and feather duster with heels to complete the look. Through their physical appearance, one can quickly decipher who exactly the provider and the homemaker is, recreating stereotypical roles in society of that time era. Her clothing negatively symbolizes this tight role women are forced to conform too. Not only must she be in control of chores, she must remain a good looking woman despite the hard work behind it while the man simpl...
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...ght to be conveyed in culture as dominant beings who are capable of more than just sweeping and mopping, but who are intelligent beings with the ability to work just as hard as a man.
Kellogg’s PEP cereal is a clear example of a sexist advertisement. Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the better.
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