Continuing from the trends of the 70s and 80s women in advertising, advertisements in the 90s and early 2000s still showed that women had agency with their bodies. However, ads particularly for food still focused on sexualized imagery to grab the attention of audiences. “In spite of all of the changes in American society, food advertisers such as Young & Rubicam [a marketing agency] were still trying to convince women that they were responsible for feeding men and satisfying their desires.” [1]

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Household items such as cleaning products were also a large source of advertisements during this time period. These primarily featured white women using the products for duties commonly associated to be women’s jobs such as doing dishes, cooking food, and doing laundry. As the ads that came in the decades before it, these still enforced stereotypical gender roles upon women. Promoting that taking care of the children, cooking, and cleaning were supposed to be done by a woman. A study published in 1991, showed that only 55.3% of the women surveyed agreed that advertisements’ intentions were to show that “the woman’s place is in the home”. [3] However, these advertisements generally did not enforce the idea that women were doing these tasks for the sole purpose of serving their husband or another man as they had in the earlier half of the century.