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Posted on: May 8, 2009


               This is a picture of a Swifter Wet Jet Mop ad. Even though it does not show the woman’s face, it is obvious that the user of the mop is a woman from the clothes and body type. The use of a woman in a cleaning ad is very stereotypical and reinforces that idea that women are to do the majority of the household chores.

                When compared to men “women average twenty-six hours per week in a house-hold labor” whereas men “average ten hours a week in household labor” (Gamble & Gamble, 204). Ads such as this not only reinforce the idea of women doing house-hold chores, but also that of women completing tedious chores. Gamble & Gamble also note the fact that “women serve as kitchen and bathroom product representatives” (353). It is clear that this woman is a representative for Swifter.

Gamble, T. K., Gamble, M. W. (2003). The gender communication connection. New York: Houghton Mifflin Company.

 Richford, N., (2007, April). Swiffer WetJet: one mop you can’t do without. Associated Content.


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