As products advance even the advertisements have to becreative and attractive. The market has grown and so has the number ofcompetitors, giving customers plenty to choose from. This very reason makes thecompanies create ads that are better than the other, while they are at thissome take it too far and often cross the line, making them sound gender biased.When we look at stereotypes in the play “The Doll’s House” it focuses more onwomen and their level in society and things like women working was looked downupon.
Fast forward to present generation stereotypes, we quickly realise thatwomen are still seen as an object. Women are often shown inside the house andseldom outside the house. Nora Helmer the character in the play “The Doll’sHouse” is no different.
One of the most common gender stereotypes are oftenfound in pickup lines used in advertisements example (of “Dr Pepper” a famoussoda manufacturer, also perfume advertisements such as “AXE” and “Old Spice”). An Advertisement fromElectrolux shows a lady in the kitchen doing all the work. This was just anexample almost all kitchen wear ad has only women, except barbeque grills, asthis is associated to be more Manly. Who is the main one at fault? I have foundmyself in this situation many times and end up blaming the society for adoptingthe wrong idea that was influenced by an advertisement. Of course not everyoneis like me and hence tend to go with the flow causing these stereotypes to findthemselves in advertisements often targeting one group or a particular gender.Women fall victim to sexual and often demeaning roles in the modernadvertisement industry.
How do we relate this with Nora’s role in “The DollsHouse”? We can see a thin or rather a virtual line that is separating Nora’srole from what sexual terms and other comments women in the present face inadvertisements. Women are still given roles that involve them doing the sameold mundane activity that you would associate a women to represent. Nora was an early example of what women had to get along within society and conveys what women were treated like by their male counterpart.
Norawas often called names that would have put anybody in an uncomfortableposition, an example of a modern advertisement would be from Nike created inthe year 2005 by Wieden and Kennedy, which spoke about various parts of thewomen’s body parts in a very sexual way. Hate it or like it, it definitelyaffected Nike in a positive way. Social endeavour can be investigated through afeminist lens because it directly concerns women or because it purposefullyneglects them and their point of view. This topic helped me understand the reason and meaning behindsome famous advertisements that belonged to some of the biggest multinationalcompanies. For example one Nike of the largest sporting goods manufacturerproudly advertised using various parts of a women’s body just to display theirproducts. A recent example that can support my idea is the advertisements fromMotorola often their advertisements use human body parts such as lips whiledisplaying their product.
As technology advances day by day, we have newadditions such as artificial intelligence and even they are given names, whileI was researching I found some similarities. The main one being the name, weAlexa from Amazon, Bixby from Samsung and Cortana from Microsoft. If you viewit the same way as I have then you will notice how there is a use of femininenames, this to some may indicate an indirect relation to women and how theyhave to do all the work. Thisis due to the fact that women are often associated to be superior to men insocial skills, hence we are used to being welcomed into hotels, aeroplanes, andvarious such occasions by women. Reasons like these make me believe that theygave their AI bots feminine names. How do we link this to The Doll’s House? Inthe play we see Nora the female character who is often ill-treated mainly dueto her gender. Her husband uses her as what we now call “trophy wife”.
Comingback to the topic of how modern advertisements and media