Ideologies of Motherhood in Contemporary Israeli TV Commercials

摘要

This article is the first to scrutinize representations of motherhood and mothering practices in contemporary Israeli TV commercials in an attempt to shed light on the ideological constructs that these representations reflect and promote. I employ critical discourse analysis to identify the major recurring features in commercials that represent mothers and mothering. These features indicate advertising's ability to mobilize the patriarchal ideology of motherhood while using different thematic motifs, and such a mobilization of ideology occurs in the case of both antiessentialist and essentialist messages on motherhood. These different messages complete and complement each other, while in the end they enable advertising to exploit cultural norms and expectations in the service of the marketing and promotion of commodities.