Die Hausfrau und der Küchenprofi – Die Entwicklung von Genderstereotypen in der Haushaltswerbung

Karin Pittner

doi:10.1515/zfal-2014-0015

Article

Die Hausfrau und der Küchenprofi – Die Entwicklung von Genderstereotypen in der Haushaltswerbung

Karin Pittner

Published/Copyright: October 2, 2014

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From the journal Zeitschrift für Angewandte Linguistik Volume 2014 Issue 61

Abstract

The article investigates whether and to what extent changes in the role of women and men are reflected in advertising. Based upon a sample of German advertisements for household devices over the last four decades, the study reveals that women are increasingly disappearing in their traditional roles as housewives and mothers whereas men are quite consistently presented as experts.

In order to show that these stereotyped roles are culture-specific the findings are contrasted with a sample of advertisements in Arabic countries where women are depicted as housewives and mothers. It is argued that the roles presented cannot be taken as simply mirroring actual roles but rather the advertisements present what are positively valued roles. Thereby advertisements leave out conflict-triggering areas like the question who does the household work, which is – also in Germany – still mainly done by women.

Keywords: gender stereotypes; advertising; kitchen devices; German; Arabic

Published Online: 2014-10-02

Published in Print: 2014-10-01

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Articles in the same Issue

https://doi.org/10.1515/zfal-2014-0015

Keywords for this article

gender stereotypes; advertising; kitchen devices; German; Arabic