“Stay at home mom’s” still considered target audience in cleaning product commercials.


While this video portrays both the husband and the wife, and as assumed the mother and father cleaning up dinner as most commercials do it is mostly the wife/mom  being the one in charge of most of the cleaning. In this video particular the boys state clearly that the mom “should have used glad force flex” which backs up the idea that the mom/wife is to be assumed that she is the stay at home mom who does all the cleaning.

This Glaad commercial was  made in the 2010 year, and while the years have changed in some sense as it is acceptable to have a women as the secretary of state, and speaker of the house it is still hard for commercials to change their focus on that idea of assuming the stay at home mom as the main audience member, while not even considering the possibility of having a different stay at home lifestyle.

This Reynolds wrap commercial was dated back to 1997 which is 13 years ago, and yet the same idea is being put across to the audience. The wife/women of the house do the cleaning as all of the “Oh-Oh” moments are clearly from other women. Yet again it seems as if having a man do the cleaning around the house seems as unheard of. This can be assumed, because not one man is shown in the commercial like the Glad commercial the women is assumed to do the cleaning, and there for the products are directed towards them in a way of them understanding it as being relatable to all of the “stay at home mom’s/wife’s”.

In this above febreeze commercial it is not clearly stated that the mom has been home all day as the other commercials leave out that part, but it can be as what is assumed. Even so this commercial not only shows that the man/boy is messy, and needs his mom or in other words a women to clean his mess up, and not only takes the credit for the aftermath, but completely ignores his mothers/moms help. This commercial was made yet again in this 2010 year, but seems to fit the stereotype that has not gone away apparently since the 90s in that the women is assumed to do the cleaning, and for that matter should not be credited for it.

In this 2009 “Wow” product commercial the women are the ones having trouble with the containers, and there is not one man shown until the 2:00 mark, and even with him in it he is not having trouble with the containers. I could assume they would stress the idea of women having the trouble with the containers, because they use the products more. Even when the husband/dad is shown he is not even at home. Which backs the idea up of the women being assumed as the stay at home mom, which like the Glad trash bags and the Febreeze spray consumers need to realize that times have changed, and while having these commercials relate to only women the times are different and with having for example a women speaker of the house and a women as the secretary of state the advertisers need to recognize this idea.


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