Gender inequalities

This picture represents an advertisement for Christmas ties from the brand Van Heusen. It is an American advertisement dating from the 20th century. The image reflects gender inequalities through the position of the woman serving the man, who displays patriarchal behaviors. Our attention is drawn to the gap between men and women during that time, especially in employment.

The woman in the picture is shown as inferior, which illustrates discrimination throughout society. The role she holds does not respect her rights nor her proper integration into a marginalized world.

In the middle, we see a man wearing one of the brand’s ties, with a proud expression, receiving his breakfast from the woman, probably his wife. The woman is on her knees, next to the bed where her husband is lying. His position looks dominant, while the woman appears inferior.

The setting of the picture reflects stereotyped codes, emphasizing how the man looks empowered. We can deduce that the woman has fewer rights from the way she serves her husband’s demands. All over the page, there are different types of Christmas ties, especially in the right‑hand corner. There are also writings such as “Show her it’s a man’s world.”

Moreover, this advertisement exposes sexism and cultural expectations, as women are represented as inefficient members of society, especially within the workplace. It highlights gender inequalities. During this period, prevailing beliefs considered women as destined for the home rather than the workplace. Furthermore, the sentence at the top of the picture encourages this desire from one gender to demonstrate how superior they are.

This justifies the disparity in promotions as a result of the harsh mindset of workplaces dominated by men at that time.

To conclude, I think that in our modern days this advertisement makes us reflect on unequal opportunities that could still occur in the workplace for both genders. What ultimately leads to unequal pay for women is the persistence of stereotyped visions that some people may still hold today. After all these years, society has progressed in addressing sexism, but not as much as it should have.

The way this advertisement is presented makes me feel unhappy because of the unpleasant representation of the woman.

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