Huggies Baby Wipes Advertisement Analysis

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FEATURE ARTICLE: In todays society, most people are aware of the constructions made on females that are presented in advertisements, however the question is why? Why do advertisers purposely construct women in different and sometimes negative ways; mums, athletes, teenagers, and models? Huggies Baby Wipes advertisement states the issue perfectly. The video advertisement starts off with a young women, 20-30 years old, who looks like she has just stepped out of a salon. Her house is quite large and modern for someone who is so young and has a child. The young toddler is running around, being depicted as cute and playful, but to be honest, he is acting like a rascal. However instead of getting frustrated about having to pick up the toys so…show more content…
No way hosezay! However when the mum wipes the baby down with the wipes, there is a voice over saying that mothers don’t miss a thing and are on top of everything. Therefore the advertisement is constructing a stereotype of the perfect mother, organised, pretty, financially stable and a nice and caring person. The advertisers are creating a stereotype and implying that all mothers are like this or should be like this. Now why would advertisers construct a stereotype of the perfect mother? Well the answer is simple. Advertisers construct women in a different ways, depending on the product being promoted to help sell the product. But the crazy thing is, is that these constructions of women aren’t only believable but manipulate the minds of the audience to buy the product. However, The stereotype of the stay at home mum was prominent in the minds of our society already. All the advertisers had to do was draw from that stereotype. This not only concretes that stereotype in our minds but persuades us to buy their product. The irony is though that research from The Catalyst, shows that 69.6% of mothers in 2013 who have children, ages 18 years and under were in the work force. And what is more, 60.3% of mothers with children under the age of 3 were
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