Depiction of Middle-Aged Housewives

This Month’s Theme: “Look Your Youngest”

Good Housekeeping Magazine

Today’s “quick and easy” way to clean your floors.

Thesis The portrayal of middle-aged women has only slightly adjusted since the 1950s, but the stereotype of household wives still remains prominent in our society despite the strides women have made

Still perceived as housewives: involving cooking and cleaning

The stereotype of average housewives still plays a significant role in our media

Comparing a mother “back in the day” and a mother now and showing that even though women have progressed a significant amount their still labeled as just a mom

Haan uses this image with these women to show middle-aged women that they need this product to uphold the standardized depiction of housewives

Analysis of the Scene

This scene clearly shows the difference between the ideal mother over 50 years ago and the ideal mother of today

The picture on the left clearly shows the “outdated” representation of a mother by including: her short haircut, pearl necklace, her outfit, the mop, and the border of the picture

The ideal mom of today differs with the outdated mother by having simple but fashionable clothing, long straight hair tied back in a ponytail, and as being naturally beautiful

Analysis of the Scene

Feeling of timelessness

Does not show any real proof that this is the best product to

use

Only depicts the mother leaning on the product as an

accessory

Suggests that the Haan slim & light is the newest accessory for cleaning households and that’s why housewives should have it

Analysis of the Text Implying that only mothers clean Stresses on “quick and easy” way to clean your floors-

this is appealing to American society because as technology advances we are looking for the fastest products available to us

Shows the importance that “new” is better in our society The ad is stating that it’s about time to be a reinvented

floor cleaner, when really its about time for women to stop being portrayed as “just mothers”

This is an ad that you would never see a man in