However…This ad just manages to miss the mark. Showing the woman running around doing all of the work, cooking, cleaning, domestic chores etc without a finger lifted to help. As Gail Parminter from Madwomen puts it ‘Whilst the ad praises mum, Asda is clearly quite happy to rely on and reinforce the traditional stereotypes of woman’s role in life – presented here as being the sole one in charge and doing all the work at Christmas. ‘
This is what I find really difficult about the ad. It enforces a negative stereotype, setting the woman’s role back about 50 years. And although there are still elements of the realistic here, how can we honestly expect change if we continue to enforce this through advertising?
The same can be said of the marketing of many domestic products. It is not wrong to show women in these adverts, but unless we start to close the gender gap and showing more equality then our stereotyped roles will remain.
Read more at http://www.thedrum.com/news/2012/11/08/drum-asks-creatives-christmas-asda-campaign-really-sexist#r0I5UrGjS7bQH3s7.99