Feminism

Gender Analysis of Mr. Clean Advertisement

Introduction

One of Mr. Clean’s advertisements of 2011 brings up the issue of categorizing women in the role of being responsible for the household chores since early age. This advertisement appears in print and social media online ads. In it, a mother and a daughter appear to be cheerfully using Mr. Clean cleaning sponge. The following is an analysis based on the Mr. Clean advertisement and how it challenges gender stereotypes through the use of text, color, and people.mrclean

Text

To start with, this Mr. Clean advertisement challenges society’s traditional gender expectations through the text employed. With the use of the phrase “This Mother’s Day, get back to the job that really matters.” it is really easy to spot that the message was intended for women. More precisely, mothers. It is making a connection between mothers and household cleaning activities. Linking the cleaning – “the job that really matters” to the holiday of Mother’s day makes this ad sexist. That is because it is making the association of cleaning and women’s housework, even during their holiday. This is how society portraits women, at home taking care of the house. They are expected to maintain good care of the home and of themselves. It is evident that the words used were intended to categorize women as the responsible ones for taking care of the house.

In addition, the use of the word “job” infers that a woman’s main priority should be to be a housewife. As a whole, women are expected to be clean and serve others. The creators of this ad seem to imply that for a mother, what should really matter is cleaning. Using the word “job” makes it look like women have no other choice but to clean and take care of the house. For instance, you would think that women would have a break from cleaning on Mother’s day. However, implying that cleaning is a job makes them not having a chance to spend their day relaxing and enjoying it.

Color

Secondly, the choice of colors for this advertisement is categorizing women in the division of household labor by showing both females wearing white clothing. This color indicates purity, cleanliness, and innocence. Society’s expectations for women are to have a mentality and personality that revolves around purity, cleanliness, and innocence. The fact that they are wearing white implies that they care about their environment and want to keep it clean.

Also, the variation of color in the text seems to emphasize that the ad was designed for mothers. The words on the upper left corner “This Mother’s Day” have a purple color and the rest is written in blue. They stand out because they have a different color than the rest of the message. This tone of purple can be associated with calm and stable environments. Blue is associated with sensitivity. In the context of gender analysis, it is possible to conclude that women are being categorized as sensible, innocent, pure and calm.

People

Finally, this ad challenges society’s gender expectation by evoking the idea that women should be thinking about maintaining the household clean since a young age. This is evidently shown by having a mother and a daughter on the advertisement. According to society’s gender expectations, young women are expected to start showing interest in feminine characteristics and behaviors from early ages. That is, among other things, cleaning and serving others. The message implied that the young girl should learn how to clean is reinforced by the joyful faces of both females. It implies that they are both happy because they are cleaning; because they are using that product.

In the visual, the mother is teaching her daughter how to use Mr. Clean’s product with a cheerful facial expression. Rarely, men are displayed doing “the job that really matters.” According to William O’Barr, “When men are depicted in parental roles, they often appear as adult playmates, usually in sports or other outdoor contexts” (85).  Society has an idea of patriarchal household in which women are supposed to make men happy by taking good care of the house. While men are responsible for getting the money to sustain the family’s needs. Despite this, the Mr. Clean advertisement targets mothers in an attempt to sell the product, by implying that women are supposed to be responsible for maintaining the house clean and socializing young girls into the gendered division of household labor.

Conclusion

The society we live in has this stereotypical mentality that women are the ones responsible for the household chores. In addition, young girls have to learn from their mothers how to clean and maintain the house in a good shape. Through the use of text, color and people, this advertisement promotes the idea that women belong in the house to fulfill their cleaning “job”.

Works Cited

O’Barr, William M. “Representations of Masculinity and Femininity in Advertisements.” Advertising & Society Review. 7.2 (2006): n. pag. Web. 18 Feb 2016. Rpt. In (Re)writing Communities and Identities. Ed. Cynthia Debes et al. Southlake, TX: Fountainhead Press, 2014 68-92.

3 thoughts on “Gender Analysis of Mr. Clean Advertisement

  1. Solid Analysis, but everything you are assuming changes when you think about the ad in this way: Mr. Clean wants mothers to get back to the job that matters on Mother’s day, yes. But you think it’s talking about cleaning the house that is the “job that really matters”, when in fact the ad meant spending time with the kids. It implies that you’ll clean so quickly with Mr. Clean that you’ll have time to get back to what really matters (spending time with family) this Mother’s day.
    Although, yes, it still depicts the woman cleaning, it has harmless intent.

    Like

    1. The problem with that thinking Noah is that it is immediately clustered with the cleaning of the glass. It is emphasized that the spot on the mirror is more important that playing with the children. It apparently cannot wait until after the holiday or better yet, have the husband or male partner clean it, it is after all an appreciation day for women. I often clean around the house for my mother on that day because I know she picked up a lot over the years of my youth. The intention is different from the interpretation. The overall interpretation through the word choices, to the clustering, and the priming of the image and how it all relates to Mother’s day = cleaning products is all a bad message. I know the company didn’t mean to have it taken so poorly but it’s really blatant sexism. The only man in the picture is smiling at you in the foreground, surrounded by light, while the woman and child are in the background, which juxtaposes the idea that women are important on mother’s day.

      Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s