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Janely Aguilar
Jon Beadle
English 115
30 October 2016

Expectations of Women in Society

Even though women have gone to great lengths to overcome the gender biases against
them, it seems as though society will always consider them lower than men. Men and women
have been seen as different and therefore should not be treated equally in terms of work or
education. In the Van Heusen advertisement about ties it portrays women in a derogatory manner
showing how men are valued more than women, leading to the imbalances between both
genders. Stereotypes of women still linger in todays society that will only continue to further
encourage the expectations of them belonging in the household and men in the workplace to
future generations.
In society men have been shown to be born leaders, whose role in the family is to earn
money, while women have been portrayed that their place is in the house taking care of daily
chores. The Van Heusen advertisement about ties shows a man on a bed in a relaxed position as
his wife is bringing him food. He has a carefree look on his face because he is being treated like
a king. The woman is shown on her knees waiting on her husbands hand and foot like a servant.
The image supports societys norms of how women are expected to be well-behaved and listen to
what others say. She is shown in a submissive way while the man is shown to be the dominant
one between them. The man is wearing a tie, making one assume that he just got of work and
went home where his wife would have prepared food for his return. The stereotype about men
being the breadwinner in the family is shown here, as well as how it is believed that women

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belong in the kitchen. The ad also includes a slogan that reads, Show her its a mans world,
and based on the imagery it is telling people how in a mans world womens only job is to care
for her husband and the house while he is out working. It supports the expectations that womens
only responsibility should be to cook, clean, and take care of their husband in society.
Once a person is sexed they are constantly being influenced to learn and behave as
expected of their gender. In Judith Lorbers article, she states, In social interaction throughout
their lives, individuals learn what is expected, see what is expected, act and react in expected
ways, and thus simultaneously construct and maintain the gender order (Lorber, 27). The Van
Heusen advertisement is seen by many, which influences young children how they are supposed
to behave and act. This creates a limited mind set for children because they will grow up in a
society where they are supposed to follow what is expected of them. Gendered norms and
expectations are enforced through informal sections of gender- inappropriate behaviors by peers
and by formal punishment or threat of punishment by those in authority (Lorber, 28), Due to
societys expectations of both genders, parents will teach their children from a young age how
they are supposed to conduct themselves, limiting their freedom to choose how they want to be
identified as. It is stated, ...where there is inequality, the status women...is usually held in
lesser esteem than the status of men (Lorber, 29). The Van Heusen ad demonstrates the
difference in position between men and women, by men being portrayed as the hardworking man
earning money while the women is the typical housewife, cooking, cleaning, and taking care of
her husband. Society holds many expectations of a person once they are gendered and according
to their gender they will be seen and treated as such, even if one is degraded more than the other.
The roles of men and women have beens set and they must be followed according to
society. In Aaron Devors article he states, Body postures and demeanors which communicate

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subordinate status and vulnerability to trespass through a message of no threat make people
appear to be feminine. The women in the advertisement demonstrates vulnerability and
submissiveness by being on her knees when bringing the food over to her husband who is
leisurely lying on a bed. Expansive postures and gestures...insinuate that a position of secure
dominance is a masculine one (Devor, 43). The man in the ad is shown with his hands on the
back of his head, while lying in a relaxed position, demonstrating a demanding posture.
Compared to how the women is on her knees, it is shown how the one who is dominant between
them is the man. It seems most likely that gender roles are the result of systematic power
imbalances based on gender discrimination (Devor, 43). The inequality between both genders is
shown in the ad because the man is being displayed as the authoritative one in the relationship.
The man is wearing a suit, while the woman is shown wearing plain housewife clothing, which
usually is a floral or patterned dress with an apron; it demonstrates the roles they are given by
society that they are expected to abide by. After a person is labeled as male or female they are
continuously influenced to behave in a feminine or masculine manner. These behaviors are
viewed as completely different therefore a person of an opposite gender should not exhibit the
actions of the other gender. As a result of these gender expectations, it also influences the way
men and women are viewed, one gender above the other.
Although societys influence on people has made it for them to grow up in a world full of
gender norms and expectations it's been shown how life would be like if roles were reversed. In
Charlotte Macdonalds website it shows a visual image of a role reversal of the gender roles,
with women being the ones working and the men cooking, cleaning, and caring for the children.
It shows how life would be disastrous if men were to take on the role of women. The woman is
shown to be the authoritative one between them based on her pose. It shows how women can

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also be the breadwinners of the family, but also demonstrates mens dependency of women. In
Rad Drawbridges article it shows how women and mens roles are practically chaining them
down not allowing them to be able break free from those expectations of them. A man and
woman are shown in photo-board cut-outs where the man is wearing a suit and the woman is
wearing classical housewife outfit. This demonstrates how these gender roles are forcing them to
act and behave as how society expects them to. By continuing to enforce such expectations of
men and women will only lead to a world filled with only men working and women staying at
home.
Society continues to encourage these expectations of men and women forcing them to
learn and to conform themselves into how they are expected to. These expectations of them
causes one gender to be viewed lower than the other, leading to imbalances of power in
workplaces and at home where men are viewed above women. As a result of this imbalance men
are expected to be leaders and dominant while women are expected to be followers and
submissive. Advertisements such as Van Heusen will only continue to further influence children
into conforming into society's norms and expectations. Our society should begin to view women
and men as equals in work fields and not enforce such expectations that only degrade women of
their full potential.

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Work Cited
1. Judith Lorber Night to His Day: The Social Construction of Gender Composing Gender,
edited by Rachel Groner & John F. Ohara, 1st Edition, Bedford/St.Martins, 2014, United States
of America
2. Aaron Devor Becoming Members of Society: The Social Meaning of Gender Composing
Gender, edited by Rachel Groner & John F. Ohara,l, 1st Edition, Bedford/St.Martins, 2014,
United States of America
3. Phillip-Jones Corp. Van Heusen, 1951: Show her it's a man's world. Sexist Vintage Ads, Jim
Edwards, 2015, www.businessinsider.com/sexist-vintage-ads-2015-9/#heinz-1950-the-ad-beginsmost-husbands-nowadays-have-stopped-beating-their-wives--, Accessed 13 Oct. 2016
4. Alexander Turner Library, Role Reversal Story: Women and men, Charlotte Macdonald, 2011,
www.teara.govt.nz/en/cartoon/29214/role-reversal, Accessed 17 Oct. 2016
5. Rad Drawbridge Trapped by sexism Story: Women and men, Charlotte Macdonald, 2011,
www.teara.govt.nz/en/document/29257/trapped-by-sexism, Accessed 17 Oct, 2016