The picture also amplifies the context upon which women are regarded as the caretakers of the family (Jacobus, 2009). When women believe in the concept, they become feminine. The femininity of women is a gender concept that refers to the extent to which women are subordinated in the context of marriage. In fact, women bear the role of reproduction, cooking, taking care of the young one s and the sick, to mention but a few.
The children are also socialized to believe that the role of the mother is to provide food for the family. As such, in a socially stratified environment, Wal-Mart’s ad depicts the three children looking upon their mother to receive their food. Why don’t they look upon the father?