This advertisement reinforces harmful gender stereotypes. It portrays a woman in a janitor's outfit cleaning, implying that a woman's primary role is housework. The ad suggests that how clean a home is reflects on the woman, ignoring that women often have jobs and responsibilities outside the home. While gender roles are changing, advertising still commonly depicts outdated stereotypes of women as homemakers and men as breadwinners.

1. SOCIAL PSYCHOLOGY
PSY30203
JOURNAL 2
NAME: NURINA AIDA
STUDENT ID: 0320035

3. The advertisement above definitely reflects a gender stereotype. This image is particularly
offensive to women because of the gender stereotyping it displays. This ad uses this powerful
icon to enforce the stereotype that a woman’s primary role, or even only responsibility is doing
house chores which in this case, is cleaning and the appearance of a home is a direct reflection of
the woman who lives in it. Before even getting into the description of the ad and product, the
image of the woman is already upholding gender stereotypes. It shows a strong woman dressed
in a janitor outfit and beside her, there are different types of cleaning products. The strong arms
show that women are supposed to be strong so that they can use their strength only to clean
better. The janitor outfit portrays that women are most likely to be janitors and cleaning is their
job. The different types of cleaning products and the caption “The power to clean anything”
show that women are supposed to clean everything and nothing else matters, regardless of her
own employment status and other responsibilities and needs. Traditionally, for decades, women
were typically stereotyped as the “housewives”. The common role for most women was to cook,
clean, take care of the children and they are the ones using the products that they purchased
while the man worked and brought home the money. Although times are much different now
where a few men know how to cook and doing house chores but it is less likely to see them
actually doing it regularly compared to women. Not only the advertiser ignores the reality that
women have more than one role within and outside of the home, they also ignore the possibility
that their male partner may share, or be the only one who is responsible in the care of the house.