Work Stories
Sexist Advertising: Women and Stereotypes
The products advertised on the posters at the exhibition – a scythe and bleach – could very well have been made by women.
The first one, produced by the Palmera Factory, could also have been used by women in the farmhouses; however, it shows a man as the only workforce in the field. In Basque, it says: “The scythe, fine and durable… How simple and durable. Bellota, the beloved of the reapers.” The second, a bleach produced by the Urteaga company, is advertised for “clean women.” Both posters reveal the gender stereotypes prevalent in advertising, turning their backs on the reality of women working in all kinds of jobs.
