Analysis Of Mr Leggs Ad

760 Words2 Pages

The early 1940s to the 1960s truly exemplified the social constructs of a married couple, and with that, the stereotypes that followed. In this 1960 Mr. Leggs ad (see page 3), blatant stereotypes can be shown. The advertisement shows portrayals of chauvinism, strict gender roles, and gives a message to the mass on what is “normal” at the time. So many things can be seen that are wrong with this picture. A man (wearing his brand-spanking new pair of Mr. Leggs slacks) dominates over his tiger-skin rug wife with his foot pressed solidly to her head. An ad trying to sell slacks surely does spend a lot of energy trying to make it clear that the man holds all the power in this household; clearly, giving the fallacy that any man who wears this brand …show more content…

The man is wearing a suit - the man of the house, the breadwinner. The woman, being the homemaker, is subservient to him and, in this case, takes it to a whole new level. She is literally at his feet, completely under his control and order. What is interesting about this, however, is the fact she is still glamoured up and externally attractive even in the form of a rug. This gives the idea that women should be submissive to her husband and even in times of complete overpowering to her, she should always have the look of a perfect housewife, all dolled up and perfect to the public …show more content…

“It’s nice to have a girl around the house” the Mr. Leggs ad states. That gives the ideals of women and how she is the homemaker, the one to cook, clean, and entertain the children. “...our hero didn’t have to fire a shot to floor her.” Hero. The man is shown as a noble man while the woman is, yet again, dehumanized. He didn’t have to lay a hand on her to have her bow to his every whim. “After one look at his Mr. Leggs slacks, she was ready to have him walk over her.” As if she were willing for him to use her, treat her like nothing but a carpet...because he is wearing impressive slacks - or because he has the presence of a successful man, leading her, or any woman, to drop to the ground in submission for the chance to play housewife for him. “That noble styling soothes the savage heart.” Savage heart. Savage having various definitions such as violent or non

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