Blog Seven
The first image for Kenwood appliances, basically states that the reason a man is to marry a woman is for her to cook for him. The ideology that is portrayed through this advertisement is that women are good for only one thing, to be a housewife. This advertisement makes it look as if the woman is completely content with that “job title� as well. The couple looks very happy and satisfied with their lives as working man and housewife. The question that the advertising agency is asking is: why wouldn’t you want to be as happy as this couple? Or you must act like this (be a working man married to a housewife) to be happy and “normal�. This advertisement is speaking to the white, middle to upper class. Many people of this time, especially those outside of the white race, would not have been able to afford special appliances for the kitchen. Also, those minorities were also considered abnormal and would not be applied to the ideology placed into this advertisement.
This first advertisement reminds me of the old “Leave it to Beaver�. Mrs. Cleaver stays home all day cooking and cleaning in a dress and high heels, while Mr. Cleaver goes to work and comes home to a five course meal. In this advertisement, they are trying to say that Kenwood appliances will help the wife produce the meal and reproduce the ideas and behaviors of a normal family.
The second image for Moschino Fashions is displaying an African woman looking very exotic and almost safari like. As we talked about it in class, many times Africans are often portrayed as being animals or very exotic beings. The woman in this advertisement is pinned up against the wall, reminding me of someone tying up a pet. This advertisement is placing an ideology upon this woman that Africans are believed to be animal-like or exotic. Also, the phrase at the bottom “Cheap and Chic� makes me feel as though they are degrading this woman. They are saying you are animal-like and are only good for “cheap� clothing.