Kelly Rippa is the celebrity advertiser for Electrolux kitchen supplies, the most recent ad being for their new refrigerator (seen through the link above). She advertises its ability to regulate its storage temperature, a quality that is a perfect companion for someone who is serving as often as Kelly is in this commercial.
This commercial could be seen as sexist in that Kelly is the only one in the house who is doing the serving, hosting, or entertaining. There is only one shot with a man, and he is with a group of other females who are being served by Kelly. This ad insinuates an unequal division of labor, choosing the woman to be in charge of both the kitchen tasks and providing for her children and friends. Although there are women who honestly enjoy these tasks, there are others who feel they must perform them in order to have a good social standing (Belkin, p.6) It is hard to eject ourselves from these stereotypes, however we may try, because scenes like this are common, almost expected, in society (Belkin, p. 5).
Would Electrolux sell less appliances if they advertised the man as the primary user? Would they sell more? Although it is becoming more common to see men in the kitchen, the “make me a sandwitch” stereotype still lingers, so people may not respond as well to a man compared to a woman showing off this refrigerator.
When Mom and Dad Share it All. Belkin, Lisa. NYTimes Magazine. 2008.