Stance-taking as an identity construction in advertising targeted at mothers. A comparative analysis

The paper presents a comparative analysis of two audiovisual commercials targeted at mothers. While the Huggies commercial employs mother identity established in 20th-century media discourse, Frida Mom challenges this normative by constructing more complex identity. major argument is that stance-taking as discursive practice enables persuader to build intended and thus influence persuadee’s decision. studies both verbal non-verbal markers employed secondary participants, voice-over superimposed texts. It concludes modalities are complementary sense certainty provided faceless style completed visual positive affect vice versa case commercial, but communicate either doubt negative simultaneously, or affect. Concerning stance object, while focuses on evaluating product being advertised aspect brings mothering practice, evaluates much broader sense, ranging from towards mental health issues related breastfeeding up maternal love.