The Suburban Image and Gender
Since each of the commercials from the selection
contained a suburban setting, a fairly detailed image of gender roles can
be constructed. A characteristic suburban environment of the 1970s can
be visualized based on the treatment of gender in each of the
commercials.
The commercials suggest that there existed, within the
suburban
setting, separately defined spheres for men and women. The men were
associated with a sphere external to the home while the women were
confined within a sphere internal to the home. This can be seen in the
U.S. Steel and
The male was depicted as the source of stability for the
family. He
was concerned with supporting his family and providing them with
essential needs. This theme was developed greatly in the Gas Heating,
U.S. Steel, and Chase Manhattan commercials. He was not concerned with
the domestic functions of the family. Even when the father was depicted
helping the family with its chores, in the Although one does not immediately realize the intent of
the advertiser,
the commercials make a connection between the idealized life in suburbia
and established gender roles. The sponsors wished to promote these
decaying stereotypes as the idealized family roles in society.
Implications of Gender and
Suburbia in Commercials
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Gender in Commercials
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Beginning of Project #2