All That Women Are Good For

The Kenwood Chef mixer ad is yet another prime example of chauvinistic marketing. It depicts a presumably married couple in the kitchen, and the man is wearing a suit. In contrast, the woman has a chef’s hat on. That alone is degrading but they had to rub it in even more with the text.

The stereotype it presents is that women are pretty much only good at staying home to tend to their households and cook for their spouses. Such advertisements were politically correct in their time but we know that decades have gone into the fight for women’s rights, and it remains an ongoing fight across the globe.