Sociological Analysis Of Brinks Home Security

Sociological Analysis Within todays society product placers use stereotypes and geneder roles inorder to attract the everyday consumer. The Brinks home security - push, pull, rotate- ad does just that. This advertisment uses the social concept that men are the bread winers, whilst women are the keeper of the home. By using images that dipict somewhat cultural norms, consumers go without realizing the gender sterotyping, or sexist ads. For instance this ad shows a hard working man coming home carrying his work gear, while the women is coming home with freshly laundered clothes, and grocheries. This from a feminists persepctive shows the cultural ideals and social norms of societies far before our time. Gender equality has become a thing of

The continuation of companies to use advertisments such as these promote cultural transmission and pass along the ways of the past, not present. In doing so it goes against all that has been worked towards socially over generations. Although this is only one advertisment, it is one of many that represent an entire group that work against the progress which we have made. The cultural idea that women are meant to be in the home was once the norm, whereas women in the workplace and men running the home was seen as counterculture. Whereas now the roles of men and women are often interchangable and not seen as a fixed positions. Yet advertisments which dipict gender related roles promote the idea that women are still inferior to there male counter part. Though this is far from true in todays society and within the Canadian culture, advertisments that constantly prey on this old ideal, not only continues these stereotypes but present it asthough this is the norm of the dominat culture. This idea of a male dominate society comes from chauvinistic men that believe regardless of how much progress has been made they for some

These images do not accurately show our society, and neglect to show the truth. In today 's society more women than men attend university this fact alone should be enough to combat advertisements such as these, yet this amongst many facts are completely over looked. This then leads to the generalization of gender roles and stereotypes. Rather than show the progress which has been made within our society we continuously bring forward the past, and forget to acknowledge what is really occurring within our society. In doing so we are completely breaking down the concepts and progress made by feminists everywhere. Though these are a mere four photos there is a much deeper concept behind them. This concept completely goes against what women have worked for everywhere. By continuing to allow companies to promote these ideals and using these symbols, society is literally fighting back against every single stride made within the feminist movement. This is still promoting a male dominated culture and ignoring the progress made. The Brink home security - push, pull, rotate- advertisement uses ways of the past to entice consumers, in doing so they are completely neglecting the progress made within our society and are presenting and promoting a male