The change on women’s status in the society has greatly impacted on various areas of social life. In professional world and marital relations, the role of women changed and shook up the established standards. If marketing has adapted to new offerings for women, the stereotype of the « housewife under 50″ is difficult to erase.
A gap between aspirations and practices
How can we explain the continuation of ‘clichés’? Sometimes accused of being sexist, the world of advertising, is not the unique responsible for the persistence of these traditions. It sometimes reflects simply facts. For example, the sociologist Martyne Perrot (CNRS) highlighted the consistency of gendered tasks towards groceries.
« I found that women, especially mothers, continue to play a crucial role in this area, where they always behave like real nursing mothers. I admit, I was surprised to observe how it is stills the same”. She adds that, « young mothers are extremely depending on current hygienists’ injunctions, whether it is about diet, the need to eat food without pesticides, or marketing messages that relay it all. »(1)