HaEun Koo's Culture Jam Assignment

I have always believed that the 21^st century’s advertisement is leading the gender discrimination and even the sexism. The advertisements cleverly reflect the image of woman as a pure, provocative, and home-based-worker and brainwash the audience. The original advertisement of my choice reflects the idea that chore is the requirement for women, but men should be praised for helping women; moreover, it is also illustrating that those men who help are rare and the reward should include sexual activity. Even though it was hard for me to change the video advertisement to a mere picture, I have made three big changes. First of all, I wanted to emphasize the fact that the housework is not bound to women or female, but the duty of everyone who consists the family. Regardless of age and gender, all of the family members should participate and believe that the chore is their own duty for the sake of harmony. In addition, by highlighting the statement, ‘YOU GOTTA CLEAN FOR A HARMONIOUS FAMILY’, I emphasized the fact that the reward for doing the housework should be the family’s unity, rather than a woman’s sexual appeal. The last change that I have made is very trivial but essential part of my Jamming assignment. The colour stereotype that pink is the female’s colour and blue is the male’s colour, is very pervasive and powerful, yet should be removed. By using a blue colour as a background, I wanted to highlight that housework is also the men’s job.