Ad Critique Post – DiGiorno Pizza Commercial

The DiGiorno commercial ties very well with the main ideas discussed in Beauvior’s text titled The Second Sex: Introduction and Lorber’s text titled The Social Construction of Gender. In this commercial both genders are stereotyped into traditional gender roles as the men are seen relaxing outside while viewing sports and the woman is seen heading into her home with two large grocery bags. The men decide to order a pizza – but the main male character decides to call his spouse instead to demand her to make him a pizza the way he likes it. She replies, “you know I hate when you do this” as if this is an everyday occurrence between the two of them. He then demands her to make the pizza quickly.  This commercial resembles how Beauvior discusses gender: “man defines woman not in herself but as relative to him” (Beauvior 33). Her existence is dependent on serving men instead of being independent to do the task she enjoys. Lober’s belief that gender “creates the social difference that define woman and man” because people “learn what is expected…thus simultaneously construct and maintain the gender order” (Lorber 115). This construction is seen as the woman is expected to make the pizza for the men as she always does. After making the pizza the woman retaliates by turning the sprinkler on the three men. The men have no reaction and continue to watch sports, as if they are oblivious to her existence. Their actions demonstrate that men are seen as the supreme and the woman is only significant in service to men. Therefore, the woman is only defined according to the men’s terms.

Judith Lorber, “The Social Construction of Gender”, 1990.

De Beauvoir, Simone. “The Second Sex: Introduction.”, 2003.

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