Idealization of Motherhood in Advertisements of Maternal and Child Products

Advertisements both reflect and shape ideology; they influence motherhood ideology without failure. This study aims to examine the mother images in advertisements of maternal child products China then investigate social meanings behind representations. First, were collected from TMALL.com, largest e-commerce platform China; a multimodal discourse analysis method with content was adopted explore details advertisements. Through analysis, found that mothers typically portrayed as attractive, well-groomed middle-class women, which can be termed “yummy mummy”. In addition, intensive mothering is emphasized among mothers, are primarily caregivers. Several reasons contribute this phenomenon. prevalence idealized due emergence new generation who grew up more affluent era China. Second, it propelled by consumerism contemporary consumer culture, though trend indicates aesthetic freedom.