In “Advertising in the Age of Accelerated Meaning,” Goldman and Papson illustrates that advertisement is not merely a representation of a product but a process of attaching social value to the product so that consumers can mirror themselves through the product. The selling point became crucial on which product has better values, not on the functional performance (84). In order to make consumers feel more familiar and self-reflective when viewing advertisements, the advertisers try not to deviate from what we call, ideology. According to Goldman and Papson, the viewers see the ads ideologically in four senses, which I will discuss soon in the commercial analysis.
In this P&G commercial created for the 2012 London Olympic Games, it illustrates that mothers’ devotion for their children is ideal and unconditional all over the world. The athletes’ mothers repeat waking up early, making breakfast, bringing their children to the training and taking home, being next to their trainings, washing their cloths, and so on until their kids make it to the Olympic Games. As the athletes grow up, the mothers get older. The daily practice agitates their mothers’ heart, while still repeating the every house chores for their children. The process of adding value to the P&G brand is clear by the text, “Thank you, Mom” at the end without any product advertisement.
In respect to the ideological senses stated in the reading, first of all, this commercial constructed a world that the social and cultural value of mothers being devoted to their children, in which the housekeeping products of P&G help them to take care of their families. Secondly, the background music and the positioning of women dramatize the tiring chores of mothers into such beautiful conduction of love and devotion as parents. Ironically, it does not display any fathers, disguising unfair social positions between genders. I assume the reason relies on the fact that the consumers of P&G products are mostly female than male, which reflects the contemporary ideology that raising children is still heavily on mother’s responsibility. In addition, the commercial promotes the normative view of our world, where taking care of children and housekeeping are mothers’ job. Although there are many working women in the contemporary era all over the world, the commercial represents the stagnated female’s social position, which is perceived as common and natural. The last sense would be the reproduction of already existing ideology, which is mother’s unconditional love in this particular commercial. Endless devotion for offspring is universal, so that using that ideology is suitable to present during the national event, the Olympic. This P&G commercial succeeded in reflecting every mothers’ lives regardless of their nationalities and diminishing differences among the consumers, as Goldman and Papson stated as “class has indeed been erased from public discourse, supplanted by the category of individual life-style” (96). It is clear that this advertisement is a mirror of the contemporary social value as well as a reproducing vehicle of that value in the society.