#7

Blog 7

            Today in class we explored several ads and looked at the various ways gender stereotypes were applied.  One particular ad that stood out for me was the Rose Petal Cottage commercial.  The ad was almost the epitome of the little girl stereotype: lots of pink and pastels, tinkling upbeat music, and an emphatic message on how happy being a good little housewife makes a girl, from washing laundry to cooking to taking care of the baby.  The only thing missing seemed to be a little boy coming home from work and the little girl rushing over to serve him his meal and press his coat.  The gender stereotype was strongly communicated as it toted its housewife lifestyle as the idealistic future all young girls dream of.  And, just in my personal experience, I have never seen anyone smile so much at getting to do laundry.  It just felt ridiculous because the commercial seemed to be taking such exaggerated stereotypes seriously.

            This ad feels offensive and a misuse of the ad’s power.  When people see the ad, they are giving it their attention and potentially opening themselves to the ad’s message.  And, when the ad carries such a negative message (especially in its very specific lyrics), that housework and childcare is what females are for and it is what they want, it affects how women/girls view themselves and how others view them.

            In class we also discussed how the commercial could be changed to be less gender stereotyped.  Ways the class came up with were to get rid of the music and lyrics, get rid of all the pink, and include a more diverse group playing with the toys, such as boys and girls and even adults.  In addition, the toy set could include things outside of the house, such as in the yard or from work.

            This assignment reminded me of the GoldieBlox &Rube Goldberg “Princess Machine” (2013) video, which can be found below.  This commercial takes the usual gender stereotypical toy commercial and turns it on its head.  Instead of girls obsessed with housework, babies, clothes, or makeup, the commercial shows girls being inventive, creative, and independent.  While playing with dolls, pretending to do housework, and etc. are all fine to do, this change up shines a positive light on what else a girl can be, thus breaking the normal stereotypes.  It allows people to be exposed to and open their mind to individuality and empowerment.

GoldieBlox &Rube Goldberg “Princess Machine” video (November 26, 2013):