Tags: consumption/consumerism, gender, marketing/brands, organizations/occupations/work, housework, 00 to 05 mins
Summary: In this clip, women are ushered into the Clorox 2 Stain Research Facility to observe the power of Clorox. The most obvious message in this commercial is that laundry is women's work. A second, complimentary message is that science is men's work. With the exception of a brief and fleeting appearence of a woman scientist at about 19 seconds, the serious and purposeful work of science is all performed by men. Notice too how even the dummies in the research facility are blatently gendered. The commercial works well for encouraging students to contemplate the ubiquity of gender stereotypes in the media. This is now the second commercial from The Clorox Company posted on The Sociological Cinema, which can be used to illuminate the way advertisements often reinforce gender stereotypes. The first Clorox ad was posted here.
Thanks to Sociological Images for suggesting this clip.
Submitted By: Lester Andrist
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