Mother's Day advertising campaigns

date to celebrate or to reinforce stereotypes?

Abstract

The main objective of this work is to identify the primary archetypal forms and stereotypes that the brands Oechsle, Avon, and Britânia used in their 2017 Mother's Day advertising campaigns. Its specific objectives are to encourage reflection on the way mothers are seen in society and to provoke debate on the power of advertising in the construction and reinforcement of stereotypes. A bibliographic and qualitative research on the subject was conducted, with the authors Mark and Pearson (2003) and Carvalho and Fonseca (2021) as main references, who address archetypes that will be used for the construction of this research and to relate them to the behavior society expects from women who are mothers. After the research, it can be noted that, even with all the evolution of women's role in society and the rights they have gained, there is still much judgment from the population. An analysis of three advertising campaigns from the mentioned brands was also carried out to understand how women are represented. In this case study, it was observed that each brand portrayed motherhood in a distinct way, showing the company's vision of mothers and, thus, passing that vision on to society.