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P&G Mother's Work

5/6/2012

6 Comments

 
Picture
Tags:  gender, inequality, marketing/brands, marriage/family, media, social construction, commercial, culture, domestic labor, gender socialization, motherhood, stereotypes, unpaid work, women's work, 00 to 05 mins
Year: 2012   
Length: 2:02
Access: YouTube

Summary: In this advertisement for P&G (Proctor and Gamble) products the claim is made that a mother's job is the hardest job in the world, but also the best job. The short clip constructs a very narrow representation of motherhood throughout the world as it takes viewers through a dramatization of several Olympic athlete's upbringing. In each case, and in the various cultures, the mother is responsible for things such as: waking the child, getting the child off to school, feeding and clothing the child, dressing injuries, and taking them to extra-curricular (sporting) activities. Men are excluded from any form of domestic labor, and they are only present for the viewing of the sporting events. Throughout the dramatization, the assumption is that these are the tasks that mothers perform, and if the job is done well the child will reach success. The last few seconds of the clip show the mothers reaping the reward of their efforts while celebrating their grown child's Olympic success. This clip could would fit nicely with discussions of the social construction of familial/gender roles. This depiction is a narrow and stereotypical construction of a woman's role in the family. The media is a major socializing force in society, and they have the power to create and uphold these ideal types through the images and stories they produce. Viewing of this video could also lead to an in-depth discussion of gender inequality within the family with regard to unpaid, domestic labor. Why are women the only ones performing these duties? Do men contribute to the birth of an Olympic athlete (maybe they're saving this for Father's Day)? Furthermore, it could result in a discussion about the appropriation of holidays and other cultures to market and sell products.

Submitted By: Tracy DeHaan, University of Oregon

6 Comments
Gemma
5/13/2012 04:19:22 am

I was thinking the same myself! Makes my blood boil!

Reply
Amanda
6/21/2012 08:29:55 am

I'd also like to discuss what the hell any of this has to do with johnson&johnson products. I love how corporations try to tug on the heartstrings and make you think/feel that they genuinely give a fuck about you and your family. THEY DON'T. They will continue to pollute and consume this very planet supporting the life that they claim to care about. All they want is your money. Money, money and more money. That's ALL they care about.

Reply
Nupur
6/21/2012 04:47:42 pm

Fair and lovely ads in India reinforce the notions about fairness of skin deeply held in the society. An analysis of the ads of this product clearly shows hows fair skin is seen as a parameter of beauty, a requirement of getting good jobs, scholarships and also a guy for marriage

Reply
Kim
3/28/2013 02:10:56 am

Media reinforcing the mother role over and over and over again.

Reply
Pranz
11/20/2013 10:20:10 pm

This video is no more accessible on youtube. how does one watch it then?!

Reply
Lester Andrist link
11/24/2013 04:08:20 am

Thanks for bringing the missing link to our attention, Pranz. We fixed the link, and it should work for you.

Reply



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