In the advertisement, KitchenAid targets middle-aged, female readers of Martha Stewart Living, by promoting the cleaning skills of females and labelling women and their position in society. It does so by using product placement and subliminal advertising effectively. With that, the ad was clearly crafted with a specific idea in mind. The image shows an expensive-looking kitchen and a woman wearing heels — as she loads the dishwasher — with an odd, nearly faked smile on her face. The picture undeniably portrays woman as being cleaning machines that actually enjoy tidying up their house and dressing up.If the KitchenAid advertisement could speak, it would say that women should adore cleaning for their family, and they ought to smile and look.
.advertisement.“Cook like you don’t have to clean,” is a line that could be perceived differently by many people. This line may make a woman assume that they are inclined to clean their home with the impressive KitchenAid dishwasher. One could also say that women are being sold a domestic lifestyle in the advertisement. Additionally, others may claim that the ad is simply selling a dishwasher and nothing else.
Still, the ad seems to promote an ideal familial status of women by using subliminal advertising and product placement techniques. It also stereotypically targets the values and lifestyles of the typical wife with its argumentative headline, and it has a debatable plain-folks pitch, which homes in on the position of woman in society. At the end of the day, KitchenAid appears to be selling an appealing product with controversial concepts attached on to it.