A man and a fridge. Now that’s not something you see everyday, at least in the world of 1960s appliance advertising. That’s not the case anymore with current appliance ads. This ad, with what looks like a man taking food out of the fridge, is once again aimed at the lifestyle you can have, although this ad definitely errs more on the side of selling the product as much as the lifestyle. This is because the arrows and words draw your attention away from the couple and back to the fridge. While it is not as “lifestyle” motivated as the other two current LG ads, it certainly makes leaps and bounds in the department from the woman being portrayed as a homemaker with children. Once again, there is a man but no children in this ad, which may reflect the choices of working couple’s to wait a little while longer until they are in their 30’s to have children.
Another thing I noticed about this ad and the relationship between the man and the woman is that while the woman looks as though she is cooking, the man is helping. It shows equality, which is the polar opposite of 40 years ago when men were buying their wives mobile dishwashers as luxury Christmas presents. Sure, it may make dishwashing easier, but what does it say about your feelings towards her role in the marriage? That she is the housekeeper? That was more common and socially accepted then, but more and more now we see young couples with a division of chores, and working together because equality between the sexes is so important to many men and women, in every aspect of life. The two people in this ad represent a team, not a man and wife separated by their traditionally accepted gender roles. That’s an extremely different portrayal of the homemaker image and a beacon of light for advertising involving women.
1 comment:
Is that a man or a boy? Hard to tell on the small image so I can't commit...but it would drastically alter your interpretation.
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