I enjoyed reading Ana's post and watching the videos below. I've studied sexism in Disney movies before and it's incredible to see how children can learn about men and women's roles through films.
I'm also glad that she mentioned commercials. I've been thinking about how men and women are portrayed in advertisements since starting this class and I think it is and has been one of the main perpetrators of sexism in our society. I've been glad to see some companies employing men in the "traditional women's role" like in cleaning commercials, etc. However, the harder I study these the more I am realizing that women still dominate the role of homemaker in these ads.
The image of woman being a homemaker is maintained throughout 60 years of advertisements. With all the work the feminist movement has done to get women out of this role, or at least to stop them from being portrayed to society in this limited way, it seems that she should have grown out of this illustration by now. Yet, even today, Tide continues to perpetuate the image of a perfect mother, wife, and homemaker though their commercials.
Even worse is the way the little girl is depicted in the 2011 commercial. The mother, clad in a conservative pink sweater and skirt, complete with a brown bob, is ashamed that her daughter has not followed in her footsteps into "femininity." Instead of pink skirts, the girl opts for hoodies and camo and building car garages out of blocks. The ad portrays her in such a way that she is wrong for wanting this, that she is not feminine enough like she should be--like her mother is.
My question is, is our society actually advancing with advertisements? Are women being portrayed any differently than they were 60 years ago? Are we at a standstill? Or are we, in fact, moving backward?
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