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The female sex has always worked domestically since the beginning of time. Anthropologists believe that because of this familial role, women have been programmed to seek a mate who can provide for a family. But as economic conditions and social expectations have evolved over the millenniums, so have gender roles in marriage and in everyday lifestyles.

Traditionally, women have been viewed as the housekeeper, one who performs the cooking, cleaning, and caring for her husband and children. This popular social image in virtually all cultures in the world has persisted until the mid-late 0th century when the female image was beginning to transform. Over the ages, maternal figures have transferred these female paradigms unto their daughters, preparing them to be “good housewives” for their husbands, who, of course, will be expected to earn an income that can support his family.

However, as times have changed, sex roles have transformed also. In economic recessionary periods, more wives and single women have begun to enter higher academic institutions and business industries to help add to the male’s earnings or to foster a sense of independence, breaking away from the tradition domestic-mold. In the modern era, the women in many families are the primary breadwinners, while the men adopt the traditional women’s role.

Because society is witnessing such transformation, industries have begun altering advertisement patterns and techniques. Instead of targeting solely women for domestic products, as in the mid 0th century, many of the cooking, cleaning, and other household product advertisements have been directed towards men also.

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