Celebrating Motherhood : Multimodal Facework in Mother’s Day
Advertisements

C 2026

Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements

PELCLOVÁ, Jana

Základní údaje

Originální název

Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements

Autoři

PELCLOVÁ, Jana

Vydání

Cham, Analytical Perspectives on Text Analysis : Beyond the Surface of the Text, od s. 21-43, 23 s. 2026

Nakladatel

Palgrave Macmillan

Další údaje

Jazyk

angličtina

Typ výsledku

Kapitola resp. kapitoly v odborné knize

Obor

60203 Linguistics

Stát vydavatele

Švýcarsko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

tištěná verze "print"

Odkazy

URL

Označené pro přenos do RIV

Ano

Organizační jednotka

Filozofická fakulta

ISBN

978-3-032-01391-0

Klíčová slova anglicky

facework; multimodality; motherhood; mother; advertising; public disocurse

Štítky

rivok

Příznaky

Recenzováno

Změněno: 6. 2. 2026 09:46, Mgr. Ester Gaja Pučálková, Ph.D.

Anotace

V originále

This chapter delves into the realm of multimodal facework within celebratory advertisements, particularly those challenging the conventional image of a public mother. The study scrutinizes six U.S. audiovisual advertisements published on Mother’s Day (2019-2022). Drawing on Brown and Levinson’s (1987) politeness theory and Pennock-Speck and Del Saz-Rubio (2013) multimodal discourse analysis framework, the study focuses on how semiotic modes, including visual, verbal, and acoustic ones, help the persuadee maintain and challenge the ideal public mother’s face. The study contributes to the body of multimodal facework studies, offering a comprehensive examination of how the individual modes participate in reconstruction of the representation of motherhood in the advertising discourse. The findings accentuate that while the public mother’s positive face can be interpreted as being threatened at the persuader-public mother communication context, this threat helps extend attributes society is invited to associate with motherhood. At the level of the persuader-persuadee interaction, this positive face threat can be interpreted as an attempt to enhance the persuadee’s positive face, because it shows the persuader’s interest in expanding the common ground of issues related to motherhood. This enables the persuader to reshape the portrayal of motherhood’s complexities often overlooked in public discourses.

Návaznosti

MUNI/A/1558/2024, interní kód MU

Název: Jazyk, literatura a kultura v anglofonních kontextech II

Investor: Masarykova univerzita, Jazyk, literatura a kultura v anglofonních kontextech II

Citovat

PELCLOVÁ, Jana. Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements. In Dontcheva-Navratilova, Olga; Povolná, Renata. Analytical Perspectives on Text Analysis : Beyond the Surface of the Text. Cham: Palgrave Macmillan, 2026, s. 21-43. ISBN 978-3-032-01391-0.

@inbook{2541698,
   author = {Pelclová, Jana},
   address = {Cham},
   booktitle = {Analytical Perspectives on Text Analysis : Beyond the Surface of the Text},
   editor = {Dontcheva-Navratilova, Olga; Povolná, Renata},
   keywords = {facework; multimodality; motherhood; mother; advertising; public disocurse},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Cham},
   isbn = {978-3-032-01391-0},
   pages = {21-43},
   publisher = {Palgrave Macmillan},
   title = {Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements},
   url = {https://link.springer.com/chapter/10.1007/978-3-032-01392-7_2},
   year = {2026}
}

TY  - CHAP
ID  - 2541698
AU  - Pelclová, Jana
PY  - 2026
TI  - Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements
VL  - Neuveden
PB  - Palgrave Macmillan
CY  - Cham
SN  - 9783032013910
KW  - facework
KW  - multimodality
KW  - motherhood
KW  - mother
KW  - advertising
KW  - public disocurse
UR  - https://link.springer.com/chapter/10.1007/978-3-032-01392-7_2
N2  - This chapter delves into the realm of multimodal facework within celebratory advertisements, particularly those challenging the conventional image of a public mother. The study scrutinizes six U.S. audiovisual advertisements published on Mother’s Day (2019-2022). Drawing on Brown and Levinson’s (1987) politeness theory and Pennock-Speck and Del Saz-Rubio (2013) multimodal discourse analysis framework, the study focuses on how semiotic modes, including visual, verbal, and acoustic ones, help the persuadee maintain and challenge the ideal public mother’s face. The study contributes to the body of multimodal facework studies, offering a comprehensive examination of how the individual modes participate in reconstruction of the representation of motherhood in the advertising discourse. The findings accentuate that while the public mother’s positive face can be interpreted as being threatened at the persuader-public mother communication context, this threat helps extend attributes society is invited to associate with motherhood. At the level of the persuader-persuadee interaction, this positive face threat can be interpreted as an attempt to enhance the persuadee’s positive face, because it shows the persuader’s interest in expanding the common ground of issues related to motherhood. This enables the persuader to reshape the portrayal of motherhood’s complexities often overlooked in public discourses.
ER  -

PELCLOVÁ, Jana. Celebrating Motherhood : Multimodal Facework in Mother’s Day Advertisements. In Dontcheva-Navratilova, Olga; Povolná, Renata. \textit{Analytical Perspectives on Text Analysis : Beyond the Surface of the Text}. Cham: Palgrave Macmillan, 2026, s.~21-43. ISBN~978-3-032-01391-0.

Přehled o publikaci