It’s 2023, and while we’ve made strides in many areas of representation, one glaring issue persists in vacuum cleaner advertising: the complete absence of men. If you browse through various vacuum retailers, you’d be led to believe that only women engage in this household chore. It raises a rather puzzling question—why is that?
Take a look at this tweet from a user named Jake S. who recently shared his frustration: “I’m on the hunt for a new vacuum, and I’ve noticed none of them feature men doing the vacuuming. After scouring multiple models on Amazon, not a single one shows a man in action.”
The same trend can be observed with popular brands like Shark. This lack of representation is baffling! My partner, for instance, does far more vacuuming than I do. Why are advertisers stuck in a time warp, failing to recognize that men also handle household tasks? I examined around 40 different vacuum models online, and shockingly, not one showcased a man actually vacuuming. And no, James Dyson doesn’t count; we need to see men doing the actual work, not just promoting their products.
Also, let’s discuss the imagery used in these ads. The women are often depicted vacuuming in stylish attire and with a cheerful demeanor, as if it’s the most enjoyable activity ever. I mean, who vacuums while wearing metallic belts and flats?
And don’t even get me started on the absurdity of finding a vacuum ad that features a man. For a fun challenge, see if you can locate an advertisement for a business card holder that showcases a woman holding one. This kind of subliminal messaging is exactly the last thing we need in 2023.
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In summary, the advertising world needs to step into the present and start representing all families more accurately. We all share the household responsibilities, and it’s high time the marketing reflects that!