(Re)Writing Motherhood: Depictions of Mothers and Motherhood in Advertising Across the Decades

Mehrholz, Sydney

Undergraduate Honors Thesis

(Re)Writing Motherhood: Depictions of Mothers and Motherhood in Advertising Across the Decades Public Deposited

Analytics

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Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/k35695826

Abstract

Recently, advertising agencies have begun to put out advertisements that represent a broader picture of mothers: mothers of different races, different cultures, different sexualities, with different abilities and concerns. But this more inclusive and complex picture of mothers is relatively new within advertising messages. And even contemporary ads can get it wrong, reinforcing outdated and problematic stereotypes of mothers or limited depictions of who can be one. With this study, I am looking to know more about how advertising’s representations of mothers have evolved since the 50s. Given that many of the ads for consumer home goods have historically been aimed at women, mothers became a popular figure to include in ads in the 1950s. Specifically, in the 1950s, advertising was at an all time high during this time period. Post World War II, there was a growing middle class that were able to buy more consumer goods, thus more goods were advertised and sold. By looking at past and present ads, we can see how the depictions of 'mothers' have changed over time; if those depictions have gotten "better" (i.e., more inclusive, diverse, etc.) as well as when and where they have gone wrong. This will lead us to understand what still needs to be done to better represent mothers/motherhood. It is extremely important to learn about the depictions of mothers/motherhood because of how present mothers are in consumerism. Mothers make the majority of household purchases in families and if they are represented in ways that are relatable, there will be more positive experiences with brand connectivity. Today, advertisements represent mothers of all types but there can always be room for more work. Advertisers have a powerful influence on shaping society and how people think. The way they portray the role of a mother in their messaging has the potential to shape the minds of mothers, young women and every single person. The research that will be conducted will help to break down stereotypes and tropes that affect women on deeper levels.

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