Have you noticed that in commercials wives are mature while their husbands are distracted, oblivious, or downright stupid a good portion of the time. Strange, isn’t it, when industry thinks that some products sell better if the appeal is made to the “very mature” wife of an infantile husband. So why, in the real world, does Joe Six-pack get paid more than Mrs. Joe Six-pack for doing the same work, and why does Joe get promoted faster than Mrs. Joe even if she does better work than he does? There isn’t anything infantile about the way Joe Six-pack is treated on the job in the real world.
Business recognizes that appealing to women as intelligent and mature sells product. However, business has been sued and legislated against to require equal treatment for woman – a fundamental and obvious concept business still fails to endorse. A study done by the American Association of University Women, showed that “when men and women attend the same kind of college, pick the same major and accept the same kind of job, on average, the woman will still earn 82 cents to every dollar that a man earns.” (Korva Coleman reporting in The Two-Way at http://wfpl.org/people/korva-coleman).
It may appear that business is inconsistent in its attitude toward women. I believe, however, business has always been consistent. Picturing the wife and mother as intelligent and mature is merely the hawker’s way of appealing to the female who controls the product-money purse, by puffing her up. That way she’ll think the company respects her and her opinions as exemplified in its ads and buy its products. Women – what you see on television isn’t always the truth. When you get paid equally for equal work, then you’ll know respect.
Image courtesy of: http://blogs.rj.org/rac/2012/04/16/equalpay/