The Representation of Women in Hardee's Poster's Perspective

'Women don't leave the Kitchen!'

We all know a woman's place is the house, cooking a man a delicious meal. But if you are still enjoying the bachelor's life and don't have a little miss waiting on you, then come down to Hardee's for something sloppy and hastily prepared.

What Visual Elements Say ?

Ads use visual perception to create content. In this advertising work, we observe a woman watching her husband and child in the kitchen while a man spends time outside with the child. In the context of visual perception, the first thing that is reflected to us is the concept of 'space, place '; outside and inside. What we see next is the positioning of the woman and man, who are defined as two different genders, according to the space in the visual. The concept of gender inevitably determines this positioning.

Gender and Social Constructs

The fundamental difference between the concepts of gender and gender roles is the elements that determine these identities. The ad metaphorically reflects the idea of the man working outside and the woman staying at home and engaged in household chores, consequently presenting gender roles.

The roles depicted in the ad have been institutionalized by society and identity has been constructed through physical differences between genders. Thus, the situation of a woman not being able to leave the kitchen is portrayed as the ideal American family image, and the sexism perpetuated is normalized.