Rhetorical Analysis of an Advertisement: Analyzing Stereotypes and Inequality

Introduction

Women have always been limited in what they can or can not do, even though the two highest IQ scores in recorded history belong to women (“FactsRetriever,” 2017). History shows us that women were slaves to their own families. Gender inequality has been a major issue in American history, and it makes women work even harder to be successful in life because of the stereotypes that women can not get the job done like men. By limiting women’s choices in their lifestyles and deciding that they should choose what they are meant to do, we are creating a social phenomenon of sexism.

Body

Historical Context and Target Audience

To begin, the advertisement from Hardee’s uses a woman in a maid outfit in the kitchen looking out the window at her husband, who is talking to their child before he leaves for work. The advertisement’s target audience is men because it says, “But if you are still enjoying that bachelor’s life and don’t have little miss waiting on you, then come down to Hardee’s.” It gives this image that men do not have to worry about having to do anything because a woman will take care of their needs. The ad uses pathos and brings a lot of different emotions from women who feel very angry or disrespected from viewing it, causing them to look at Hardee’s differently. This ad shows how women were treated in American culture, often being told to stay in their place.

Emotional Appeal and Social Commentary

Additionally, Hardee’s is a successful and well-known chain restaurant, and the viewing of this advertisement likely caused an increase in customers. Women back then were expected to do chores, cook for their families, and take care of the children. Nobody saw anything wrong with it because it was the American way. The advertisement emphasizes this by displaying “Women don’t leave the kitchen!” in big letters. Feminists who would read this would feel emotionally hurt by this because it disrespects women and tells them that they are nothing more than a slave to their own family. It would also change people’s views towards Hardee’s being a successful restaurant and not being sexist. The words that are used in the ad, like “a little miss” and “…know a woman’s place…”, suggest details on the social position of women in the family and how they were viewed by society.

Furthermore, the advertisement was published back in the 1940s, when it was the American way for women to stay at home and cook and clean while the man provided for the family. The culture of America back then did not approve of women taking men’s jobs or feeling the need that they could do whatever they wanted. They wanted to keep women in their kitchens while the men provided the money. Men did not like the fact that women wanted to branch out and become more of themselves than a housewife. They felt like if a man can do it, then I can, too. This caused a major change in gender inequality, with more women having men’s jobs like construction, doctor, being in the military, etc. Women still did not get the respect they deserved, still being limited on what to do even while working men’s jobs. For example, women in the military were still treated like they could not do anything because men did not like the fact of them being in charge. America needed to realize that women are not made for just cooking and cleaning but can also provide money for the family just like men do.

Reflections on Gender Empowerment

The advertisement can also appeal to Kairos. Kairos is knowing what to say at the right time. During the 1940s, women started to have more to say and be more than just a housewife and started to help the men in the war by being nurses and working in the factories. The workforce started to increase rapidly with women because of the need for them during World War II. Women viewing this advertisement may have given them the courage to go out and do men’s jobs and speak up for themselves. The 1940s was a sense of belonging for women and not limiting them to one role. Before this time, men were the only providers for the family, but now women are, which caused a change in the workforce with men feeling that they do not have control and women are taking their jobs. Rosie the Riveter and Eleanor Roosevelt were some of the role models for women during this time and inspired them to be more of themselves and that women should be treated just like men and no different. Even with women having men’s jobs, it still was gender inequality with how much money they got. Because America did not accept that women have men’s jobs, they would pay men more than women. This advertisement was published at the right time, especially how America viewed women’s roles and what they should be doing instead of trying to take men’s jobs.

Conclusion

In conclusion, my analysis of this advertisement from Hardee’s shows how women have been liked throughout history and how it has changed views toward gender inequality. It showed the position women had in their families and in life. It gave an emotional appeal to every woman who has looked at this ad and gives them a different meaning of their value to society. It showed how society expects women to act and their limits on what they can do. It gave a different meaning to the way women should view businesses, jobs, and military positions and that if a man can do it, so can they. Women should not feel as if they are too emotional or naive or not built for this. Today, there are a lot of women who are taking over jobs that supposedly were men because women’s empowerment is still growing, and women want their voices to be heard. Hardee may have thought that they were being creative with this ad. However, it really had a different impact on how women should feel about themselves.

References

1. “Gender Stereotypes in Advertising: A Review of Current Research”

2. “The Role of Gender Stereotypes in Advertising and Its Effects on Consumers”

3. “Gender Stereotypes in Advertising: An Analysis of Popular Culture”

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