This advertise is combatting the stereotype that only men can be masons. The job is very demanding physically and women are looked at as weaker. The verbiage, “A day in the life of a mason” shows that the job is gender neutral.
When you examine the advertisement, you can see woman wearing overalls, a hard hat and a smile. She is also sporting a ponytail that is usually identified with females. It shows that she is confident in her work. The job description shows that she operates heavy machinery, lifts heavy material and builds sound structures. The images used with these descriptions illustrates the hard work. The arm muscle specifically shows the strength behind the work.
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