Women in TV Commercials
Advertisers Advised Not to Portray Supermoms in Television Spots
Nov 3, 2007
Industry specialists, at least some of them, now say advertisers should quit portraying supermoms in television commercials. The reason: Normal moms dislike supermoms,
Lenore Skenazy wrote in Advertising Age that "most of us are sick of perfect kids and perfect parents and, worst of all, those paragons of perfection – supermoms." This means, she added, that "real moms are sick of seeing TV moms in clean cars and tight jeans with every hair -- and kid -- in place."
The mommy schism may force advertisers to choose between normal moms and supermoms.
More Normal Moms than Supermoms
No one really knows, but it is assumed, from random observations, that there are more normal moms than supermoms out there in the marketplace. Advertisers usually prefer to go where the big numbers are.
What is a supermom? For years, television commercials have typified her as someone who probably:
- Raises perfect kids without ever raising her voice;
- Chauffers her kids, and sometimes the neighbor’s youngsters, all over town;
- Keeps her husband perfectly happy;
- Maintains a beautiful, spotless home;
- Is a leader, if not the president, of the parent-teacher association;
- Keeps all the weeds out of her perfectly planned gardens;
- Makes a small fortune with an outside job, sometimes traveling to exotic places;
- Has tea regularly with her neighboring supermoms;
- Is slim, beautiful and always impeccably attired.
- Is eternally sweet and understanding.
Normal Moms Resent the Pressure to be Perfect
Whether normal moms are just feeling guilty or jealous is not the question. Advertisers are simply being warned that normal moms have difficulty associating themselves with such perfection and resent the pressure generated by the commercials featuring supermoms.
The rap against supermom advertising is reminiscent of earlier protests against super thin fashion models.
Some women have quit trying to meet the supermom and superkid standards that they’ve seen in television advertising.
"Shut Up About Your Perfect Kids"
Sisters Gina Gallagher and Patricia Konjoian, for instance, have written a book and launched a website called "Shut Up About Your Perfect Kid Already." They say their efforts are part of an "imperfection movement" designed to take pressure off families without perfect kids and perfect parents. They’ve enjoyed some cross-country publicity.
Lisa Benenson, editor of Hallmark Magazine, recognized the imperfection movement in promoting the first issue of the magazine. She said she hoped the publication would help women make the most "of all the joyful chaos in your own life." Today’s young mothers, she added, see less need "to do everything and be perfect."
Hallmark Card Promotes "We Don't Care Friday"
Hallmark also encourages imperfection by extending Friday casual dress in the workplace with a greeting card celebrating "We don’t care Friday."
The honest baby website joins the imperfection movement with warnings about "The Mommy Police." It says: "the Mommy Police are anyone…friends, family, even strangers on the street, who tell you how to parent and judge you if your choices differ from their own."
Advertisers, with all their products and advice for parents, risk being considered one of those Mommy Police "strangers."
Both the "Honest Baby" and "Shut Up" websites are promoting the imperfection movement with T-shirts and other promotional items.
"All that Remains is a Heap of Old T-Shirts"
The imperfect movement is even expected to impact the laundry industry. Packaged Facts Magazine recommends the industry rethink its marketing because "the pressures to make oneself presentable have been eliminated and all that remains is a heap of old T-shirts with a laptop on top."
Supermom has apparently left the premises.
 |
