Advertising is one of the most obvious ways in which gender stereotypes are perpetuated in the media. Women are often the targeted audience for cleaning product commercials (Gamble, p. 353). This encourages women to believe that the traditional woman’s role in the home is still a part of the modern desirable woman’s role. This commercial is for a Swiffer duster and shows a woman treating her duster like she was in a relationship with it. This gives the impression that women clean in the house so often that they almost form a relationship with the product. You almost never see a man using cleaning products in a commercial. The only male reference with cleaning is “Mr. Clean,” but even he is just the face for cleaning- no men are shown using his products.

Gamble, T. K., & Gamble, M. W. (2003). The Gender Communication Connection. Boston: Houghton Mifflin Company.

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