It makes sense to deliver the truths. Frida Mom and its
advertising message to empowered mothers

PELCLOVÁ, Jana. It makes sense to deliver the truths. Frida Mom and its advertising message to empowered mothers. In PALA Conference 2022 : Style and Sense(s), 6-10 July 2022 Aix-en-Provence (France). 2022.

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TY  - CONF
ID  - 2215697
AU  - Pelclová, Jana
PY  - 2022
TI  - It makes sense to deliver the truths. Frida Mom and its advertising message to empowered mothers
KW  - advertising
KW  - motherhood
KW  - empowering
KW  - multimodality
KW  - Frida Mom
UR  - https://pala.sciencesconf.org/data/pages/BAT6_Programme_Style_and_Sense_s_.pdf
N2  - The media-driven image of an ideal mother has, among other things, brought about the concept of “commodified motherhood” (Pugh 2005; Krzyżanovska 2020) which has sustained the idea that one can become a good mother by consuming commodities designed especially for the well-being of their offspring. As a result, advertising targeted at new mothers has traditionally shown happy and content mother figures who have no doubts about their parenting and whose only concern is to take care of their new-born baby. However, the growing power of social networking in the 2010s gave rise to alternative voices in which real mothers started sharing their real-life experience, including the dark side of becoming a new mom such as clogged breasts or postpartum recovery. Owing to these voices, the normative of a perfect mother established in the public discourse in the last century has been challenged and questioned (O'Donohoe et al. 2014). O’Reilly (2006) terms this confrontation and opposing view as “empowered mothering”, which can be nowadays traced in marketing strategies of numerous companies. Frida Mom, a company that offers products for labor, delivery and after-delivery period, is one of those whose commercials and tutorial videos speak openly about what a woman has to deal with when becoming a new parent. Its marketing strategy endeavors to reconstruct the public image of a new mother and to address issues that might still be considered taboo in society. Following the theoretical framework of multimodal discourse analysis (Kress 2010), the objective of the paper is to analyze how the identity of a new mother is reconstructed in Frida Mom's official youtube videos and web page. The paper focuses on which taboo topics are discussed, how these are visualized and talked about, and how this strategy makes sense to a broader public.
ER  -

Basic information
Original name	It makes sense to deliver the truths. Frida Mom and its advertising message to empowered mothers
Authors	PELCLOVÁ, Jana.
Edition	PALA Conference 2022 : Style and Sense(s), 6-10 July 2022 Aix-en-Provence (France), 2022.

Other information
Original language	English
Type of outcome	Presentations at conferences
Field of Study	60203 Linguistics
Country of publisher	France
Confidentiality degree	is not subject to a state or trade secret
WWW	program konference
Organization unit	Faculty of Arts
Keywords in English	advertising; motherhood; empowering; multimodality; Frida Mom
Tags	International impact, Reviewed
Changed by	Changed by: Mgr. Jana Pelclová, Ph.D., učo 39970. Changed: 9/2/2023 20:30.

Abstract

The media-driven image of an ideal mother has, among other things, brought about the concept of “commodified motherhood” (Pugh 2005; Krzyżanovska 2020) which has sustained the idea that one can become a good mother by consuming commodities designed especially for the well-being of their offspring. As a result, advertising targeted at new mothers has traditionally shown happy and content mother figures who have no doubts about their parenting and whose only concern is to take care of their new-born baby. However, the growing power of social networking in the 2010s gave rise to alternative voices in which real mothers started sharing their real-life experience, including the dark side of becoming a new mom such as clogged breasts or postpartum recovery. Owing to these voices, the normative of a perfect mother established in the public discourse in the last century has been challenged and questioned (O'Donohoe et al. 2014). O’Reilly (2006) terms this confrontation and opposing view as “empowered mothering”, which can be nowadays traced in marketing strategies of numerous companies. Frida Mom, a company that offers products for labor, delivery and after-delivery period, is one of those whose commercials and tutorial videos speak openly about what a woman has to deal with when becoming a new parent. Its marketing strategy endeavors to reconstruct the public image of a new mother and to address issues that might still be considered taboo in society. Following the theoretical framework of multimodal discourse analysis (Kress 2010), the objective of the paper is to analyze how the identity of a new mother is reconstructed in Frida Mom's official youtube videos and web page. The paper focuses on which taboo topics are discussed, how these are visualized and talked about, and how this strategy makes sense to a broader public.

Links
MUNI/A/1479/2021, interní kód MU	Name: Paradigms, strategies and developments - English linguistics and translation II
MUNI/A/1479/2021, interní kód MU	Investor: Masaryk University

PrintDisplayed: 27/5/2024 02:31

It makes sense to deliver the truths. Frida Mom and its advertising message to empowered mothers

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