Picture the classic scene: a woman at the kitchen counter, loading the washing machine, helping kids with homework, ironing clothes, making beds, or grocery shopping. These images dominate today's TV commercials, perpetuating harmful stereotypes. How can we inspire the next generation of women to break free if advertising fails to reflect modern realities?
Table of contents
Recent coverage in NRC Handelsblad highlights this issue, underscoring how traditional gender roles endure in society. While some brands occasionally subvert expectations with humor, most ads reinforce outdated norms—whether intentionally or not.
Rabobank stands out by featuring a lesbian couple in a mortgage ad, diverging from the standard nuclear family portrayal of mom, dad, and kids. Yet such progressive depictions are rare. How often do ads reflect real-life complexities like divorce? I can't recall any that do.
Washing machine ads invariably show smiling mothers eagerly tossing dirty clothes into the machine while glancing fondly at their children. In my home, it's a different story: four overflowing laundry baskets, stacks of folding waiting, and ironing piled up for Grandma—because fitting it in is nearly impossible amid a busy life. Who smiles at endless laundry? It's a grind, not a joy. These ads glorify a fantasy no one buys anymore.
Growing up, I was fortunate to see equitable roles modeled at home. My mother was a stay-at-home parent, but my father actively contributed: washing dishes after dinner, cleaning windows, scrubbing the bathroom. He was never too busy to help, setting a strong precedent not just for me but for my brothers too—their partners surely appreciate it.
I chose a partner who shares these responsibilities. Full equity may depend on work hours, but when both partners work, tasks should divide naturally, with flexibility for imbalances.
TV commercials lag behind societal progress on emancipation. Constant exposure shapes subconscious biases, especially in children. We must avoid imprinting these views on the next generation. Thankfully, younger audiences favor streaming over TV, but ads still influence.
Advertisers could drive change by producing more realistic spots, like the one below. Reality isn't always idyllic, but shared effort makes it better—not by default.
Watch this moving video—it's profoundly touching.
https://youtu.be/OD0tlRRzS9M
You'll likely grasp the message without translation, but here's a summary:
A mother returns from work, juggling calls, laptop, drinks, laundry, toys, and dinner prep—while her husband relaxes on the couch. Her father watches and says, "I'm so proud and so sorry." He regrets not modeling better partnership, leaving her to shoulder it all alone.
This ad, though from abroad, powerfully challenges norms. We need more like it!
