Blue Moon poster sparks controversy for stereotypical portrayal of mothers

A Mother’s Day commercial poster by detergent maker Blue Moon has triggered controversy on Chinese social media for its stereotypical portrayal of mothers, as the poster suggests that mothers should be the first ones to use the promoted laundry products. The company has reportedly replied that the original idea of expressing gratitude to mothers may not have been conveyed effectively.

The controversy was caused by the poster promoting one of Blue Moon’s products in an elevator advertisement. In the advertisement, the company claims that mothers used big bottles of laundry detergent to wash clothes in the past, which was heavy and hard work. Now, the company uses a tech that makes laundry easier and more effortless for mothers, according to media reports.

In addition, the pattern of the poster background, features the image of a woman busy with housework, taking care of children, and working alone. Many netizens regarded the use of the phrase “mother, you can use it first” as a stereotypical portrayal of mothers.

The relevant topic has garnered more than 12 million views on Chinese X-like Sina Weibo. Some netizens also questioned why the advertisement, which is released for Mother’s Day, is promoting labor cleaning tools as gifts for mothers. Why not offer to do the laundry for mothers instead?

According to media reports, one customer service staff member from the company replied that their original idea was to express the gratitude to mothers, but the gratitude may have not been expressed effectively, and they will report the netizens’ feedback to the company immediately. 

“Why do we always have to adhere to stereotypical labels? Does clothing always have to be washed by mothers? …And on Mother’s Day, shouldn’t we make it easier for our mothers by doing the laundry ourselves?” one netizen wrote.

“The incident has also sparked attention to the portrayal of gender roles in advertising. In modern society, people are expected to see more gender equality and diversity in advertising, rather than outdated and stereotypical portrayals,” another netizen said.

Some netizens expressed different opinions. “The advertisement has caused some discomfort for some people, but is it too sentimental? It’s good to show gratitude toward mothers and those who do household duties, so what’s the problem?” one netizen said.

If we look at the advertisement from a different perspective, it makes sense to show gratitude to mothers and express love. It all depends on how we interpret it, another netizen said.