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Die Hausfrau und der Küchenprofi – Die Entwicklung von Genderstereotypen in der Haushaltswerbung

The article investigates whether and to what extent changes in the role of women and men are reflected in advertising. Based upon a sample of German advertisements for household devices over the last four decades, the study reveals that women are increasingly disappearing in their traditional roles as housewives and mothers whereas men are quite consistently presented as experts. In order to show that these stereotyped roles are culture-specific the findings are contrasted with a sample of advertisements in Arabic countries where women are depicted as housewives and mothers. It is argued that the roles presented cannot be taken as simply mirroring actual roles but rather the advertisements present what are positively valued roles. Thereby advertisements leave out conflict-triggering areas like the question who does the household work, which is – also in Germany – still mainly done by women.