Bite Me Electrolux and Shame on You Kelly Ripa
Monday, April 19, 2010
Have you seen any of the Electrolux commercials with Kelly Ripa? You know, the ones where she manages her high pressure job(s), makes cupcakes, has a dinner party, washes, folds and puts away clothes, makes chocolate strawberries, hosts a sleepover and a birthday party for a dog... all set to the Bewitched theme.
The commercials that command you to "be more amazing!"
Am I the only one who sees these as a giant feminist backlash?
One of the biggest wrong turns women ever took was making the work we do appear effortless. I say appear because any woman or man who has done the work that is traditionally seen as female, knows it is anything but effortless. I have also read several studies that show the mechanization of housework with the inventions and technological improvements of appliances increased, not decreased the amount of housework that women do in part because it raised expectations. For me, showing Kelly Ripa, a woman who probably works no fewer than 50 hours a week and has multileveled staff to help her manage her responsibilities, effortlessly managing her household is a crock of poo fondue. I would be very surprised if she didn't have a full-time housekeeper, maybe two. And seriously, I'm not saying she shouldn't, I'm guessing she juggles about twenty dozen more important things than I do. I am saying that when a high profile woman like this tells us that we need to "be more amazing" then we are doing it wrong. We are priming the pump of motherhood for depression, anxiety, body dysmorphia, eating disorders, isolation, et. al..
So Kelly Ripa, keep making your chocolate strawberries and being "more amazing," I'll be over here yelling at my kids and looking at my pile of laundry. Oh and Electrolux? If you want my hard earned dollars spent on your over-priced hunks of steel and plastic, how about showing a man using them?
Labels: commercials, feminism, Women got the short stick.
Dirty Jobs
Friday, May 23, 2008
My husband and I were watching television recently when a commercial for the Swiffer Wet Jet floor cleaner came on. I watched nonplussed as the gleeful woman traded in her dirty, ineffective mop for a super clean, Swiffer with pre-moistened floor cleaning pads.
“Doesn’t that make you angry?” my husband asked. “What?” I asked, intently watching to see how the floor looked before and after. “That,” he said pointing to the tv contemptuously. “You mean all the disposable, wasteful stuff they try to sell us?” I asked “No,” he said,” the fact that it’s always a woman doing the work in cleaning commercials.”
It had never occurred to me but my radar primed, I started noticing all the commercials for cleaning stuff. Sure enough, one after another were filled with impeccably dressed, serene and satisfied looking women happily scrubbing toilets and mopping floors.
There were no men in site. Were the men conspicuously missing in these commercials to trick us into thinking that if we clean really good with their product, absent the men, our houses will stay clean. Oh wait, let me not forget the one man, the only man who does make an appearance in the world of cleaning product commercials, Mr.Clean. Mr. Clean, standing there with his arms crossed like some maniacal taskmaster or hypercritical foreman, watching you clean.
Maybe I’m so conditioned to accept that ensuring the house is clean is my sphere, that I don’t balk that every product is directed at me. I brought this up at lunch with a few other women. “Why do you think they don’t show men cleaning in these commercials?” I asked them. “Because men don’t clean and if a woman saw a man cleaning in the commercial, she would immediately see the hypocrisy and be even more pissed that they were getting credit for doing something they don’t do.”
But my husband does the floors a lot I thought. “Because women buy these products,” another friend offered. It’s true, women account for the majority of cleaning product purchases, but why do I want to see a well dressed, serene woman Swiffering her floors? Even on the Swiffer website, they show a picture of a women cleaning in white pants. White pants? Really? I can tell you, I have never cleaned in white pants, maybe white underpants because it’s a warm day or I’m waiting on the laundry. That is just not what happens in my house on cleaning days. Contrary to the halcyon depiction in tvland, on my commercial, you’d see a harried, unshowered woman in her nightgown getting poopy cat prints and 3 days worth of the children’s breakfast spillage off the floors before her mother-in-law comes over and reports her to child services. And if women are indeed the marketing target, why don’t they appeal to women’s desires? How about a little wish fulfillment here.
I can see it now, the commercial starts and on the screen we see the husband, furiously cleaning the floor, mopping the sweat off his brow as he wipes the prints from the refrigerator. He scuttles about putting toys away and hanging up his wife’s coat and dispensing with a weeks worth of mail. He white gloves the mantel making sure everything is just so. This tv husband knows what you go through and unlike your real husband, he feels the work is anybody’s to do. Why shouldn’t he do it, it needs to get done. Or find some hunky man’s man that appeals to both men and women to endorse a few cleaning products. Get Mike Rowe, host of Dirty Jobs to brandish a Swifter and I’d bet men and women alike would be filling their carts up with Swifters galore.
Labels: cleaning, commercials, Dirty Jobs, feminism, housekeeping, Mike Rowe, Mr. Clean, Swiffer
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