My father is the proud parent of five daughters and takes his responsibility to my sisters and I very seriously. He has always been a massive proponent for us to be strong, independent women and that we are just as capable of anything a man can do. During his recent visit to Chicago, we were discussing women’s roles in the household. He informed me that nearly 40% of women are the breadwinners in their household. I was shocked and I decided to go home and do some research. Sources from Time Magazine, MoneyFunk.net, and Economica all have articles discussing this new trend. After seeing the facts in fine print my shock turned to pride. It’s about time this happened.
Slowly but surely, businesses are starting to capitalize on this new lifestyle taking place in America. For example, in an effort to regain a positive image, Toyota has created very humorous commercials for their new Sienna. It follows around the “Sienna Family” and one ad in particular stood out to me. A dad is at a playground (where, by the way, there are no moms in sight) and is discussing his new car. He brags to the camera about all the room he has for his children’s toys and yet he still has comfort and space. The dad then turns angry when another father drives up in the same car. He gets very aggravated and, in a very funny manner, yells and taunts the other dad. By targeting dads in their commercial, Toyota is reflecting the change in our society. With women dominating the workforce, more and more men are taking on “Mr. Mom" roles and are becoming the intended audience for many family-oriented products. Toyota exudes this by presenting their car in a humorous environment stressing male competition by having the two dads fight. They also appeal to men by showing the cars extreme luxury and high-tech features. Humor, competition, lavishness, and being up to date with technology are characteristics that attract a male audience.
I like change. Change is good. Especially if it’s a change like this one where men, such as my dad, can finally see things from the other side and type-A women do not have to succumb to a dated gender role. I also REALLY enjoy a change where mainstream media show it in a positive light and are, therefore, advocating it.
http://www.youtube.com/watch?v=qO4l5IilM4c
How could you twist your response to this ad. That dad is a bit of a hot mess. How might this reinforce the notion that women are supposed to be providers? What happens when you leave things up to men? According to this commercial they aren't necessarily that swift. Keep in mind how the actions speak to the images. Nice point.
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