Stereotypes Case

There are noticeable differences in the ways in which women and men are portrayed in television commercials. Those different portrayals are based on traditional, gendered expectations of female and male characters and rolls.

In the commercials advertisement of "Shake 'n Bake" (1972) it shows a woman food shopping for dinner, and is having trouble cooking her chicken for her husband satisfaction taste. The butcher suggests to use "Shake 'n Bake" to decrease the grease. In the butchers tone of voice he sounds as if he's has the best, confident solution for her. This shows that men were portrayed to be protective of woman, strong, and confident. After talking with the butcher, the woman is convinced that her husband will be very pleased. This shows a stereotype toward women, that they may keep the house running by, cooking, cleaning and taking care of the children. The woman's tone of voice was low, and unsure, leaving a demonstration that men are more confident with their knowledge than women.

In this advertisement, Women are being used as "housewives" in advertisements that just maintains the stereotypes. This suggests Women are the mothers, they stay home and cook and clean while their powerful husbands work and make an income. There are many cases women are stay-at-home moms and these commercials are directed at them, this may make others think about stay-at-home dads and may sound unheard of.

One reason many stereotypes remain is because many women did conform and accept their position as a "housewives", or stay-at-home mothers. Typically in commercials women are shown adverting cleaning products, serving or cooking food, while men were working. White women are typically shown wearing dresses, white men wore bowties and button up shirts.

There are various media observers who argue that media portrayals of male and female characters fall within different range of stereotypes.

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