Here is yet another traditionally gendered commercial from the house cleaning industry (surprise, surprise). In this ad, a cute puppy, woman, and her vacuum are terrorized by the frightening dirt monster that arises from the woman’s carpet. By using Resolve deep clean carpet cleaning powder, the woman is able to persevere over her dirty carpet and is free to happily play with her puppy on the spotless shag.
The cleaning powder advertisement reflects cultural norms surrounding the gendered division of labor in the home, a division of labor that has not changed since the 1900s despite the numerous household technological advances described in Ruth Schwartz Cowan’s “Household Technology and Household Work between 1900 and 1940.” Naturally, it is a woman who is found cleaning the carpet; Resolve cleaning company feels no need to challenge the traditional belief that women are responsible for the upkeep of the household. But unlike most cleaning commercials, Resolve’s features a male presence (both the narrator and the dust monster are men). The husky quality of the narrator’s deeply rich and masculine voice conveys clear authority; of course a male authoritative figure would help market a product in an ad clearly directed towards women (because not even women listen to other women).
The portrayal of gender in the commercial is merely a mirror of societal norms, as the assumption of the female role of house organizer and caregiver is discussed in Lisa Belkin’s article “When Mom and Dad Share it All.” Perhaps by itself, the commercial is not so alarming; but when every household product advertised on TV is automatically marketed alongside traditional gender roles, there is some serious cause for alarm (which is much more worrying than Resolve’s dirt monsters).
Belkin, Lisa. “When Mom and Dad Share It All.” New York Times 15 June 2008: 1-15. Print.
Cowan, Ruth Schwartz. More Work for Mother: The Ironies of Household Technology from the Open Hearth to the Microwave. New York: Basic Books, 1983. 151-247. Print.