The 'good mother' stereotype

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 Over many years the media has constructed a societal stereotype of the mother as woman who cooks, cleans, cares or her child and is happy fulfilled in this role. For example in the advert of the fairy liquid, she is patient and loving with her child while still presented as pretty washing the dishes waiting for her husband. Similar in the XO advert the mother has multiple roles and cooks for hours while her husband reads the news still she cant satisfy everyone. This is similar to the 1960s dove adverts as motherhood is still seen as independent but reliant on their husbands-still their husbands are never there when the child needs taken care of. 

Associative advertising, doesn't tell you about the product just tells you whats associated with it. for example dove is now associated with body positivity, different from how they used to be. 

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