Kairos in the 1960s Commercial

In 1960's America sexist rhetoric was rampant and common. Women dealt with and fought against discrimination and gender inequality in society, specifically in the workplace. Women were often expected and pressured to stay at home and fill domestic duties, such as taking care of the kids, preparing meals, and cleaning the home. There, however was a percentage of women who did hold jobs, but those women often worked at low-level positions, such as secretarial jobs or positions that they were typically thought as "women's work", like teaching and nursing. Men were often thought as the breadwinners in the family and held higher, managerial positions at work. Women were thought to be unintelligent or too fragile to hold higher or rise above mediocrity in their work. This is seen in the Xerox commercial. The woman is clearly incompetent and cannot complete her secretarial duties. The woman uses the Xerox machine to help her complete one of her duties and please her male boss. This aid appeals to the sexist attitude towards women in the workplace that was common in the 1960's. This commercial is still relevant today because women still face inequalities in the workplace and are often thought of as incapable in a male dominated profession. In addition, many commercials to rely on negative stereotypes of women to promote and sell their products. It is timely because this issue continues to occur. It deserves our attention and is important because it negatively effects women and is still widely accepted or seen as normal.