How Is Language Used In Cooking Adverts To Represent The Gender Clash



I have chosen to investigate these adverts, that represent gender, as it has been a conflicting topic over the years, especially since men are now considered the ‘best’ chefs, while women were told to stay in the kitchen, as ‘that’s where they belong’. I am intrigued with how society has changed their views and how the media has used lexicon and semantic changes to show the change. In my investigation I will deeply evaluate the special lexicon and semantic fields used in adverts, comparing them from the 1940s and in this day and age. Whilst discrimination in restaraunts is being tackled, there is still a majority of kitchens and restaurants, being ‘male-dominated’, according to BBC News. There was a cultural shift from how the stereotype of women being at home and cooking for the men to now, males being the more dominant and better cook. This domestic affection creates common stereotypes, about the genders, which the media is negatively supporting and I will be investigating this in detail. 

The kitchen has always been a source of family and community for me, as it is a common part of our day, to come into the kitchen and enjoy being together and cooking up amazing food. To me the kitchen is a hub of familial life and I have always been interested in aiding my family or making my own dishes. Due to the kitchen being a central focus of daily life I wanted to investigate how gender has pervaded the role of domesticity. I particularly wondered how women were commonly seen in the kitchen in their own households, whereas men were seen in the kitchen in a professional restaurant and business . Whilst at home, women have a more predominant role in the kitchen and this can be explained using a recent study by Patrick Wanis (2008), who stated that  ‘when a woman cooks for the family and the man at home, it is a significant way of showing love and affection towards them’. This led me to question, that to show love and appreciation in the household, a woman should typically domestically show this? I found that women spent around 7 hours per week in the household kitchen cooking, whilst men only spent an hour or two themselves, according to an American US Time Survey. This shows that in the familial sphere more women seem to be at the helm of the kitchen and this could be because of the widespread cultural belief that a woman's main priority and commitment should be at home. Men have a cultural widespread belief that a woman should care for them, whilst they are at home, this involves cooking for them. This mix of cultural and historic beliefs that a woman feeding the family at home, is part of their role, leads to a majority of women to cook more often at home.