The good mother serotype

 The stereotype of a good mam embodies ideals of selflessness nurturing and perfection. balancing personal life and family maintaining a spotless home whilst preparing organic meals.

examples include their fairy liquid mam and the oxo mam

their children are polite and obedient, she is wise and in control.

Advertising started connecting products and services with ideals this is called associative advertising. Adverts that provide indirect information and communicate intangibles about a products. Such as Dove
and positive body image

 Hashtags such as #BeautifullyRealMums is a very inviting method to bring together mothers who feel welcomed within the dove community due to the doves mission movement. Although the hashtag isn't the main focus it comes as one of the only pieces of writing on the advert making it a very powerful cameo in the bottom right corner. The product placement has been replaced by the logo and the hashtag, the hashtag when used online will gather a community of mothers who feel included within this product due to the realism. it helps dove to categorise their content and increase their visibility and reach.