Swiffer Commercial

When I found this old Swiffer Commercial (circa 2000) I was surprised to see that women were not the ones using the popular dusters. In most advertisements endorsing cleaning products, we see women using whatever the product may be. The ads enforce the norm that women are the ones who are supposed to take care of/responsible for housekeeping. In this particular commercial, it appears that many army privates are being scolded for doing a poor job of cleaning the barracks but once they use swiffer sweepers to clean, the drill sergeant is pleased with their work. The message in the ad is simple, swiffer sweepers do a superior cleaning job than regular dusters, but the ad also sends the message that men too can clean (even the most masculine men, such as those who serve in the military).



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