Lysol Ads consistently show Mothers spraying down kitchens, bathrooms, toys, high chairs, and much more in order to kill 99.9% of bacteria and germs. The ads also consistently show that the germ producers are animals, husbands, children. These ads show women doing all the cleaning while dad is rarely in the picture. Maybe he is away at work being a provider while the woman is at home fulfilling her gender roles.
Not only do the ads play out gender roles, but they use fear to sell the product. Cleaning up is not enough, everything must be disinfected. Mothers must protect their children by making sure everything is disinfected. Animated imagines of enlarged masses of bacteria are layed over imagines of hands, toilets, and toys to expose the deadly threats.
In reality, using the cleaning products are likely to be more dangerous than the common bacteria we encounter on a daily basis. Breathing in the product and dermal contact are dangerous. Our bodies have a natural defense system against bacterias. Living in a sterile environment doesn't help to build any immunity to the bacterias. Other steps can be taken to clean a household without sterilizing it like a hospital.
These ads also give the impression that cleanliness is a part of meeting the social status. I don't think many people in today's society could make it in the times before cleaning products. Just like being able to afford a maid as a sign of elite social status, having a clean house portrays the same concept. All the households shown are clean and tidy. I can only imagine that these Mothers can afford to be stay-at-home-moms. I know from experience that it is extremely hard keeping the household clean while working, taking on 12 units, and taking care of four kids.
The women in the ads are happy to clean and act as a maid for their family. Not only are they smiling while they clean, but they look good too. These imagines are showing society that women must love cleaning and men should not be seen doing such things. Is this why most bachelor pads are messy and gross because they're just waiting for their Mother, girlfriend, or maid to do all the cleaning.
Overall, these ads prey on the fears of people. No one wants to get sick or die as a result of the bacteria they could have avoided with a cleaning product. With the use of natural cleaning solutions, hand washing and a healthy immune system the harsh chemicals aren't needed.
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