A Feminist Analysis: Role of Media in Maintaining Patriarchal Society

So, basically in this advertisement, there is a woman who makes fabulous cakes and her dream was to open her own bakery to sell her cakes. But she is not able to pursue her dreams because of being engaged in her domestic work. Her husband uses a patronizing tone to convey he is not against her wife opening her own bakery but he cannot absolve her wife from her womanly duties of being a good house-wife.

The TV Advertisement very cleverly promotes their brand by showing that as she uses Vim Bar, she is able to save her time to work outside her domestic world and eventually she is shown opening a bakery and achieving her dream.

The problem with this advertisement is that it is normalizing gender roles. It’s giving the message that if women want to work outside their homes then they can’t do so if they can’t learn to manage their time in their domestic work life.