The Role of Women in Adverts

The representation of women within the Fairy Liquid adverts shows them in the stereotypical female role of the mid 20th Century. The series of adverts show women consistently washing up in the kitchen, often with the children in their care too. Most of these children are female and we could see from this the act of history repeating itself as the young girls are conditioned from a young age to see that their role is also in the kitchen doing the washing up.

The focus on the benefits of Fairy Liquid making hands 'soft' is also something which makes the adverts themselves directed towards women. There is an emphasis on the idea of washing up making you beautiful, as it is even said in one of the adverts how the liquid makes hands 'prettier'. The women doing the washing up are all beautiful, reinforcing and glamourising the idea of a conventional woman's role.

The lack of men in the adverts also shows how they are directed specifically towards women.