David Marshall

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In ads in women’s weekly mothers have gone from guided by experts to gaining expertise, all the while still limiting maternal knowledge to the domestic sphere. Shutterstock

Keeping mum in the kitchen – representations of mothers in ads haven’t changed in six decades

Margaret K. Hogg, Lancaster University; Teresa Davis, University of Sydney, and David Marshall, University of Edinburgh

Ads depicting mothers in the UK and Australia between 1950 and 2010 continue to limit maternal knowledge to the domestic sphere and reinforce gender stereotypes of ‘professional’ expertise

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