UK Wedding News
25/04/2014
The research, carried out by Saatchi & Saatchi and the Mumsnet website, said that women found the portrayals as patronising. Two of the most criticised stereotypes were said to be either that of the "perfect mother", or the stressed out mother who is unable to cope.
In fact, just one in five mothers (19%) said they had seen a woman in a television advert that they felt they could identify with, while 75% believe the "perfect mum" does not exist.
Furthermore, many women disagree with the suggestion that their male counterparts are portrayed to be incompetent or lazy, when they are actually helpful and supportive. Some 60% of mothers argued their partner was just as involved in parenting as they were.
Mumsnet founder Justine Roberts is quoted in the Daily Mail as saying: "Being a mother is fundamental but it isn't the defining thing about you.
"If advertising shows only the motherhood bit then it misses out on a truth which is that you don't completely lose your identity when you become a mother."
The report added that most mothers accept they are "not perfect and they are not trying to be", while "the suggestion that dads are clowns or, worse, sideshows, is the final faux pas that marketers make."
ITV director of commercial marketing, Sarah Speake, is quoted as telling the journal Marketing Week: "As a rule, mums tend to be lumped together as one homogeneous group which doesn't resonate with us all."
Editor Ruth Mortimer added: "Ban the word mum, there is no identikit person. This is a collection of 18 million people with an estimated spending power of £1.9bn.
"So getting it right should matter to brands. There are two stereotypes that grate; the perfect parenting specimens who have it all and need to be wonderful at everything.
"And the frazzled, stressed women lumbered with incompetent, bumbling husbands. Women simply don't recognise these profiles."
(JP)
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Women Criticise 'Perfect Mother' Stereotype
Women have hit out at television adverts that portray unrealistic stereotypes of mothers in a new study.The research, carried out by Saatchi & Saatchi and the Mumsnet website, said that women found the portrayals as patronising. Two of the most criticised stereotypes were said to be either that of the "perfect mother", or the stressed out mother who is unable to cope.
In fact, just one in five mothers (19%) said they had seen a woman in a television advert that they felt they could identify with, while 75% believe the "perfect mum" does not exist.
Furthermore, many women disagree with the suggestion that their male counterparts are portrayed to be incompetent or lazy, when they are actually helpful and supportive. Some 60% of mothers argued their partner was just as involved in parenting as they were.
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Mumsnet founder Justine Roberts is quoted in the Daily Mail as saying: "Being a mother is fundamental but it isn't the defining thing about you.
"If advertising shows only the motherhood bit then it misses out on a truth which is that you don't completely lose your identity when you become a mother."
The report added that most mothers accept they are "not perfect and they are not trying to be", while "the suggestion that dads are clowns or, worse, sideshows, is the final faux pas that marketers make."
ITV director of commercial marketing, Sarah Speake, is quoted as telling the journal Marketing Week: "As a rule, mums tend to be lumped together as one homogeneous group which doesn't resonate with us all."
Editor Ruth Mortimer added: "Ban the word mum, there is no identikit person. This is a collection of 18 million people with an estimated spending power of £1.9bn.
"So getting it right should matter to brands. There are two stereotypes that grate; the perfect parenting specimens who have it all and need to be wonderful at everything.
"And the frazzled, stressed women lumbered with incompetent, bumbling husbands. Women simply don't recognise these profiles."
(JP)
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