Image Courtesy of Business Insider
This advertisement for a Swiffer mop offensively uses a powerful image of American feminism to sell a product associated with centuries of female oppression. Although the racist and patriarchal elements of Rosie the Riveter make her a problematic icon to begin with, Swiffer’s equation of housework productivity with female empowerment is contrary to current feminist goals. This advertisement is reminiscent of pre-second-wave feminism—a time in which technological improvements like the washing machine were viewed “as liberating, rather than as oppressive, agents.”
In addition to misusing Rosie the Riveter, Swiffer also employs the common advertising tactic of the alluring female glance. This Rosie’s seductive glance portrays womanhood as sexual and compliant rather than direct and assertive, which negates her authoritative arm-cross. This ad is also unrealistic. The actor’s appearance is significantly modified by makeup and editing, and the kitchen undoubtedly belongs to an upper-middle class family, inaccurately representing Americans’ real economic conditions.
Image Courtesy of Ad Forum (text refers to celebrating a quiet vacuum)
The possibility of a different advertising culture has been proven in Sweden, where “ads for cleaning products rarely feature women as homemakers.” Below, is one such ad for a vacuum. While this image suggests Sweden may have an problem with race variability in its advertising, it notably does not portray an adult woman. This is representative of the gender-neutral shared housework responsibilities existent in Swedish families.
Although there are significant differences in the racial, economic, and governmental conditions between the US and Sweden, this ad provides hope for alternatives. Perhaps nonsexist American advertising will only appear widely when an expansion of the social welfare system in the US creates more support for families. Until then, American consumers should demand advertising changes from the companies they buy from through investment strategy and product boycotts.
 Ruth Schwartz Cowan, “Household Technology and Household Work between 1900 and 1940,” in More Work for Mother: The Ironies of Household Technology from the Open Hearth to the Microwave (New York: Basic Books, 1983), 191.
 Lisa Belkin, “When Mom and Dad Share It All,” NYTimes Magazine, June 15, 2008, 4, accessed November 25, 2013, http://www.nytimes.com/2008/06/15/magazine/15parenting-t.html?pagewanted=all&_r=0.