Celebrating Mothers. An Analysis of Cultural Codes of
Motherhood in 2022 Mother’s Day Advertisements

k 2023

Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements

PELCLOVÁ, Jana

Základní údaje

Originální název

Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements

Autoři

PELCLOVÁ, Jana

Vydání

“From Stabat Mater to Mater Movens : Analysing Discourses on Motherhood”, International Conference 8-9 July 2023 – London/Online, 2023

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60203 Linguistics

Stát vydavatele

Velká Británie a Severní Irsko

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

motherhood; advertising discourse; Mother's Day; stigma

Příznaky

Mezinárodní význam, Recenzováno

Změněno: 8. 2. 2024 18:09, Mgr. Jana Pelclová, Ph.D.

Anotace

V originále

Mother’s Day is an international event that is meant to celebrate the mother figure, motherhood and mothering practices. The day is celebrated privately and also publicly, both in traditional and online social media. From the point of view of marketing and business industry, it is a great opportunity for various brands and companies to enhance their public image and brand identity by paying tribute to the mother figure. Celebratory advertisements thus contribute to the construction of the maternal identity and to the concept of motherhood in media environment, namely in the advertising discourse which is often blamed for creating the normative of a perfect mother immersed in intensive mothering. On the other hand, the quest for representing social and cultural diversities in official media texts makes advertisers remedy the sugar-coated image of a perfect mother and thus show motherhood in its heterogeneity. The paper studies several audio-visual commercials launched on the 2022 Mother’s Day in the USA and UK, and it focuses on how the mothering experience and the institution of motherhood are reconstructed to mirror the motherhood in all its complexity. Framed with multimodal critical discourse analysis, the preliminary results show that the advertising texts tend to challenge taboos such as postpartum depression, non-birth mothering and aging mothers. The talk will focus on the visual and verbal modalities and their potential in representing these cultural codes of motherhood. It will also discuss how these maternal identities are commented on by media and commentators in the online environment.

Návaznosti

MUNI/A/1053/2022, interní kód MU

Název: Paradigms, strategies and developments - English linguistics and translation III

Investor: Masarykova univerzita, Paradigms, strategies and developments - English linguistics and translation III

Přiložené soubory

Motherhood_Conference_Final_Programme___Abstracts_8-07-2023.pdf

Požádat o autorskou verzi souboru

Citovat

PELCLOVÁ, Jana. Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements. In “From Stabat Mater to Mater Movens : Analysing Discourses on Motherhood”, International Conference 8-9 July 2023 – London/Online. 2023.

@proceedings{2299124,
   author = {Pelclová, Jana},
   booktitle = {“From Stabat Mater to Mater Movens : Analysing Discourses on Motherhood”, International Conference 8-9 July 2023 – London/Online},
   keywords = {motherhood; advertising discourse; Mother's Day; stigma},
   language = {eng},
   title = {Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements},
   url = {https://genderstudies.lcir.co.uk/discourses-on-motherhood-conference/},
   year = {2023}
}

TY  - CONF
ID  - 2299124
AU  - Pelclová, Jana
PY  - 2023
TI  - Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements
KW  - motherhood
KW  - advertising discourse
KW  - Mother's Day
KW  - stigma
UR  - https://genderstudies.lcir.co.uk/discourses-on-motherhood-conference/
N2  - Mother’s Day is an international event that is meant to celebrate the mother figure, motherhood and mothering practices. The day is celebrated privately and also publicly, both in traditional and online social media. From the point of view of marketing and business industry, it is a great opportunity for various brands and companies to enhance their public image and brand identity by paying tribute to the mother figure. Celebratory advertisements thus contribute to the construction of the maternal identity and to the concept of motherhood in media environment, namely in the advertising discourse which is often blamed for creating the normative of a perfect mother immersed in intensive mothering. On the other hand, the quest for representing social and cultural diversities in official media texts makes advertisers remedy the sugar-coated image of a perfect mother and thus show motherhood in its heterogeneity. The paper studies several audio-visual commercials launched on the 2022 Mother’s Day in the USA and UK, and it focuses on how the mothering experience and the institution of motherhood are reconstructed to mirror the motherhood in all its complexity. Framed with multimodal critical discourse analysis, the preliminary results show that the advertising texts tend to challenge taboos such as postpartum depression, non-birth mothering and aging mothers. The talk will focus on the visual and verbal modalities and their potential in representing these cultural codes of motherhood. It will also discuss how these maternal identities are commented on by media and commentators in the online environment.
ER  -

PELCLOVÁ, Jana. Celebrating Mothers. An Analysis of Cultural Codes of Motherhood in 2022 Mother’s Day Advertisements. In \textit{“From Stabat Mater to Mater Movens : Analysing Discourses on Motherhood”, International Conference 8-9 July 2023 – London/Online}. 2023.

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