Because.. What else are wives for?

I came across this ad while browsing the internet and I noticed that it made a very outdated argument and claim. The image says  "The Chef does everything but cook, that's what wives are for!" It implies that the man is the chef, and that the man's role is to do everything in life except cook. This makes the argument that the man (chef) does most of the hard/important work like sustaining the family, providing the means to cook, etc. while giving the impression that the only purpose the wife has is minute tasks such as cooking. The graphics of the image are aimed to relate and appeal to the traditional American family. The advertisers use a white, happy, middle-aged couple to make the claim regarding the appropriate roles of husbands and wives. This is an interesting ad as society has greatly transformed over the past few decades. In the past, women were expected to cook and clean while the men worked. Now, women are filling a bigger role in society and this argument loses its momentum as times change.


http://www.mybaycity.com/scripts/p3_v2/P3V3-0200.cfm?P3_newspaperID=NewspaperID&P3_ArticleID=6759