Evolving Gender Roles in Media Discourse: A Semiotic Analysis of Kitchen Appliance Advertisements across Eras

This study examines the evolution of gender representation in kitchen appliance advertisements by comparing Kenwood campaigns from the 1940–1950s and the 21st century. While previous research has shown that advertising plays a critical role in shaping and reinforcing gender ideologies, less attention has been given to longitudinal comparisons across distinct socio-historical contexts. Drawing on Kress and van Leeuwen’s (1996/2006) visual grammar framework, this study employs a qualitative analysis of both textual and visual elements in selected advertisements to uncover how gender roles are semiotically constructed. Findings reveal that mid-twentieth-century advertisements overwhelmingly positioned women as domestic caregivers and primary users of kitchen appliances, often subordinated to male authority figures. In contrast, the 2020 advertisement demonstrates a partial shift towards non-stereotypical gender role representation, emphasizing friendship, shared experiences, and the functional value of the product rather than gendered domestic obligations. Nevertheless, subtle hierarchies remain, with men portrayed as serious and focused actors, suggesting that stereotypes are being reconfigured rather than entirely dismantled. By situating these findings within broader debates on media influence, gender ideology, and cultural change, this article highlights how advertising reflects and shapes societal attitudes towards gender roles. The study contributes to scholarship on semiotics, media discourse, and gender representation, while underscoring the need for further research into contemporary advertising across diverse brands and digital platforms.