
Sarah Jackson
WST 3015
February 8, 2010
Nina Perez
Word Count: 577
IT'S A MISS!
“Battleship” has been a beloved childhood board game since 1967 when Milton Bradley issued their version of the 1930s paper and pencil strategy combat game.
This advertisement depicts a father and son joyfully playing a game of "Battleship" while mother and daughter are in the kitchen washing dishes. This brings up many feminist issues concerning unequal, gendered distribution of household labor. This image of the "perfect family" stems from the stereotype that the ideal family "consists of a heterosexual couple, married for life, with two or three children. The father is the provider while the wife/mother spends her days running the home," (Kirk, and Okazawa-Rey 303). This type of family is used for advertising purposes to portray "this symbol of togetherness and care," (Kirk, and Okazawa-Rey 303). This ad attempts to portray the ideal family.
The advertiser makes it clear that this is the ideal because everyone is smiling, even the wife and daughter in the background who are not involved in the board game. The board game is so much fun, that the women are enjoying themselves by simply observing it being played. The women are physically drawn to be in the background of the ad. This shows their insignificance to the advertisement in general. Because the son and his father are in the foreground, they are the most important aspect of the ad and therefore, they are what the viewer focuses on. The women in the picture are blatantly shown to be not as important as the men in the picture. The family is also shown to be white, depicting the racial ideal even though white people are not the only ones who play Battleship. The mother is also a good example of the beauty myth ideal. She is doing a simple household core in a nice dress with her hair and make-up done.
The depiction of gendered division of labor in this ad is apparent. All domestic responsibilities are placed on the women of the house. While they clean dishes from a dinner that they presumably cooked, the men of the house are relaxing while they play a board game. The male child is shown to be favored by the father because he is able to skirt cleaning responsibilities unlike his sister. Also from this picture, we can assume two different family structures. If the mother in this photo has a day job, she is shown here to be working a "second shift." A term used to describe "responsibilities for household cores and child care mostly by women after having already done a full day's work outside the home," (Kirk, and Okazawa-Rey G-6). The other scenario is that this woman is a homemaker. Although she may have been working around the house all day, her work is still not done. She is working a longer "shift" than her husband, who is already home from work and playing with his son. But because household labor is unpaid, it is not seen as "productive work." As said in "Women's Lives: Multicultural Perspectives," "[m]odern-day economists make a distinction between 'productive' and 'unproductive' work...So-called productive work...is done for money; unpaid work is defined as unproductive to the economy," (Kirk, and Okazawa-Rey 305). So regardless of if this woman works outside the home for a profit or not, she will always be working longer hours than her husband because either way she is expected to take care of the domestic upkeep of the household.
Works Cited:
"Battleship."
battleship-sm.jpg. Web. 4 Feb 2010.
Kirk, Gwyn, and Margo Okazawa-Rey. Women's Lives: Multicultural Perspectives. Fifth Edition. Boston: McGraw Hill Higher Education, 2010. Print.