Chantelle Morgan – Cleaning as Ideology

Posted: November 11, 2013 in Uncategorized

As per last week’s readings and discussions, it is clear to see how many advertisements create an ideology amongst the practices of everyday consumption, such as the examples of hunger and fashion. Cleaning and cleaning products is just another grouping of advertisements that target specifically women, reconfirming their supposed to role as cleaner of the household, feeding into the classic patriarchal practices that define a women’s role as a house wife in the past and even still present. Along with selling the product, it is saying that women should take responsibility in insuring their home is clean by using the best cleaning products out there, in this case, Mr. Clean products. I cannot think of one Mr. Clean act portraying a man cleaning, and this is anything but surprising. Instead we see one male enjoying the clean environment, and the other male Mr. Clean instructing her how to clean properly. Again we see in advertisements such as these the common representation of a patriarchal society targeting women and the ideological practices that define her role in a society, in this class cleaning.

  1. cs341blog says:

    Case* should be the second last word!

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