Home, garden, housekeeping

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Yes, that’s what women were confined to years ago, and nothing much has changed since then. Even though today, more women work outside home, earn and control significant amounts of money, and make large important purchases (like automobiles, computers), they are still always shown in advertisements of household products. The woman’s opinion is important only as far as washing machines and microwave ovens are concerned. So the “Whirlpool mom” is a superhit because she stays in the house and the biggest kick she gets in her life is when she can remove the stains from the children’s clothes in a jiffy. And when it comes to cars, the woman is shown scantily clad, lying idly on the roof top, doing nothing much(!), while it’s the man who is the decision maker as car is his symbol of success! And for woman, the symbol is the bunch of spotless white clothes of her family.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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