This project deals with the marketing language of domestication by focusing on how gender roles have been portrayed and utilised to influence decision making. Using German and Swedish advertisements from the 1950s as a starting point, we were intrigued by the juxtaposition of neutrally designed products with a heavily gendered marketing strategy; using the man as a signifier of knowledge whilst the woman signified the consumer who needed to be taught. In our fictitious shop ‘Errand’s’, the products expose sexist marketing language derived from adverts of the 1950’s to act as a reflection of the messages that everyday-objects carry, and influence us in our daily life. Whilst being stereotypical, we ask: is marketing neutral today?
In collaboration with Leonie Hiller.