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Image of Mother in Commercial Press Advertisement

Summary/Abstract: Advertisement is a common element of our everyday life. For manufacturers it is an important factors that boosts production and commercial activity. By psychologists, sociologists, ethicians and teachers advertisement is criticized as it fixes stereotypes and enhances consumer behaviours in a society. After analyzing the monthly magazine “I have a Baby” we draw a conclusion that the advertisements printed in the magazine present a traditional imageof a role of mother in the process of upbringing. A mother is completely responsible for the child’s hygiene and health. She is also the sole breadwinner of the family. It is her role to bring up the child, too. The role of the father is entirely minimized. The aim of advertisement is not however to educate but to bring profits to manufacturers. Thus, the role of pedagogy is highly important and irreplaceable.

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