Celebrating motherhood. Face-work analysis of Mother’s Day
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k 2023

Celebrating motherhood. Face-work analysis of Mother’s Day advertisements

PELCLOVÁ, Jana

Základní údaje

Originální název

Celebrating motherhood. Face-work analysis of Mother’s Day advertisements

Autoři

PELCLOVÁ, Jana

Vydání

10th Brno conference on linguistics studies in English 2023. Looking beyond the surface of the text, 4-5 September 2023, Brno, Czech Republic, 2023

Další údaje

Jazyk

angličtina

Typ výsledku

Prezentace na konferencích

Obor

60203 Linguistics

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Odkazy

URL

Označené pro přenos do RIV

Organizační jednotka

Filozofická fakulta

Klíčová slova anglicky

motherhood; advertising discourse; face-work; multimodality

Příznaky

Recenzováno

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

Anotace

V originále

The representation of the mother figure in the discourse of advertising has mostly focused on the positive aspects of motherhood. This has resulted in the social construct of a flawless mother and in a cultural code of motherhood as a patriarchal institution with narrowly prescribed social and cultural expectations (Rich, 1976; O’Reilly, 2010). From the point of view of performative face-work (Moore, 2017), advertising texts tend to appeal to the positive face by addressing face-saving topics such as having a perfect household, smart children and ideal body and being capable of handling any type of problem. On the other hand, the face-threatening topics such as negative emotions and unwelcome troubles tend not to be discussed. Framed within the methodological framework of performative face-work (Moore, 2017) and multimodal discourse analysis (Kress & van Leeuwen, 2001; Ledin & Machin, 2020), the paper studies selected U.S. Mother’s Day audio-visual advertisements aired in the last years that challenge the negative face. These texts tend to foreground some of the negative aspects of motherhood by showing unhappy mothers, mothers that fight hard with everyday challenges during the pandemic, or mothers who swear. The preliminary results show that while the visual modality threatens the negative institutional face of motherhood, the verbal modality tries to normalize it, and thus to justify an individual’s imperfectness in mothering.

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

Citovat

PELCLOVÁ, Jana. Celebrating motherhood. Face-work analysis of Mother’s Day advertisements. In 10th Brno conference on linguistics studies in English 2023. Looking beyond the surface of the text, 4-5 September 2023, Brno, Czech Republic. 2023.

@proceedings{2357960,
   author = {Pelclová, Jana},
   booktitle = {10th Brno conference on linguistics studies in English 2023. Looking beyond the surface of the text, 4-5 September 2023, Brno, Czech Republic},
   keywords = {motherhood; advertising discourse; face-work; multimodality},
   language = {eng},
   title = {Celebrating motherhood. Face-work analysis of Mother’s Day advertisements},
   url = {https://bclse.ped.muni.cz/programme},
   year = {2023}
}

TY  - CONF
ID  - 2357960
AU  - Pelclová, Jana
PY  - 2023
TI  - Celebrating motherhood. Face-work analysis of Mother’s Day advertisements
KW  - motherhood
KW  - advertising discourse
KW  - face-work
KW  - multimodality
UR  - https://bclse.ped.muni.cz/programme
N2  - The representation of the mother figure in the discourse of advertising has mostly focused on the positive aspects of motherhood. This has resulted in the social construct of a flawless mother and in a cultural code of motherhood as a patriarchal institution with narrowly prescribed social and cultural expectations (Rich, 1976; O’Reilly, 2010). From the point of view of performative face-work (Moore, 2017), advertising texts tend to appeal to the positive face by addressing face-saving topics such as having a perfect household, smart children and ideal body and being capable of handling any type of problem. On the other hand, the face-threatening topics such as negative emotions and unwelcome troubles tend not to be discussed. Framed within the methodological framework of performative face-work (Moore, 2017) and multimodal discourse analysis (Kress & van Leeuwen, 2001; Ledin & Machin, 2020), the paper studies selected U.S. Mother’s Day audio-visual advertisements aired in the last years that challenge the negative face. These texts tend to foreground some of the negative aspects of motherhood by showing unhappy mothers, mothers that fight hard with everyday challenges during the pandemic, or mothers who swear. The preliminary results show that while the visual modality threatens the negative institutional face of motherhood, the verbal modality tries to normalize it, and thus to justify an individual’s imperfectness in mothering.
ER  -

PELCLOVÁ, Jana. Celebrating motherhood. Face-work analysis of Mother’s Day advertisements. In \textit{10th Brno conference on linguistics studies in English 2023. Looking beyond the surface of the text, 4-5 September 2023, Brno, Czech Republic}. 2023.

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