Stereotypical Homemaker Portrayal in KitchenAid's Advertisement

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Martha Stewart Living - Advertisement Analysis Are women still seen as being homemakers in modern-day society, and are they being sold a domestic lifestyle? It appears that Martha Stewart believes so and desires to continue a trend. For example, in the July/August 2014 issue of Martha Stewart Living, one could argue that women are stereotypically represented as being homemakers in a KitchenAid advertisement, which shows a woman placing a dirty pan in a KitchenAid dishwasher. Moreover, the eye-catching, bold headline, shown on the ad of the American home appliance brand is “cook like you don’t have to clean.” The ad goes further with promoting an ideal familial status of women by using subliminal advertising and product placement techniques to represent the ultimate kitchen. Furthermore, it targets the values and lifestyles of the typical wife with its controversial headline, and it goes on with a plain-folks pitch, which focuses on a conventional established role of women in society. In the advertisement, KitchenAid targets middle-aged, female readers of Martha Stewart Living, by promoting the cleaning skills of females and labelling women and their position in society. It does so by using product placement …show more content…

It is selling the perception of women being organized and sanitary. The text in the ad simply stresses how new technology fits into the lives of ordinary, married women. Be that as it may, there are no men pictured in the advertisement helping the woman with the dishes. The absence of males makes it seem as if females are meant to solely value their homes — while men do not have to worry about household affairs. Basically, KitchenAid is promoting a stereotypical view of women, for the company clearly sees women, in society, as being domesticized homemakers. With that, the plain folks continue to rehash the same ideas with trite slogans, such as the one mentioned in the

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