The Unsubtle Sexism of Advertising to Mothers

Advertising to mothers is a trend that goes back, I suspect, to the dawn of advertising. It’s first-class manipulation, tapping into our deepest biology: the parental urge to put our kids’ needs first, to always want what’s best for them. “Choosy mothers choose…” etc.

It’s also deeply sexist and dehumanizing. Constantly addressing women as “mothers” denies that they have any other identity or role than to bring up children (and buy things for them). In the world of ads, they’re not even women any more, let alone individuals. Their lives have meaning only in the context of their relationships to others: their children.

(What percentage of ads speak to “parents” or even “dads”? There’s probably a study out there somewhere that can tell us, but I’m sure that percentage is small.)

Advertising matters: it reflects and amplifies the culture that it comes from and is aimed at. It shows us what we “should” aspire to. And it is blasted at us constantly, in all media and locations, at almost every moment of our lives. Much as we would like to believe otherwise, advertising affects our thinking. That’s what it’s designed to do, and by now it’s a science that does it very, very well. The goal of advertisers is, of course, to sell products. But, as a very strong side-effect, ads shape culture.

So think about all those ads aimed at “moms”. Not women. Not people. Moms. Busy moms, happy moms, beautiful moms, perfect moms. Moms who might also have jobs, but who always put their families first.

Think about how that constant barrage affects you and your attitudes towards women, how it has affected you all your life.

Start saying no. Women, insist on being an individual first, and being addressed as such. Because that’s what you want to be, and what you want your children to grow up to be. But you have to fight for it, consciously resisting every insidious force that tries to make you define yourself first in relation to others.

As for advertisers: you can and should do better. What you put out into the world has effects. Bad ones. Rethink your role in modern society, and try to be a force for good. Not just for selling. You’re people, too, and you have obligations to your fellow human beings.

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