I just came across an outrageous online ad for Mastercard. It said that, if you sign up for this special, you can spend $200.00 online and get a $20.00 gift card. I have no objection to the particular promotion itself, but it's the framing of the promotion that enrages me. It's targeted explicitly toward moms, including the text in the subject line of my entry.
This ad assumes that…
1) Everyone viewing it does holiday [i.e., Xmas] shopping.
2) Those who do shop are mothers. Other people don't shop.
3) The best way to reward people for undergoing the aggravating, time-consuming, frequently stressful, often anxiety-producing business of shopping is to give them more money so they can do more shopping. That doesn't sound like a reward to me.
This ad just recapitulates the tired sexist trope that mothers are responsible not for a family's support or earning, but for a family's consumption and happiness [in the form of gifts]. The gift card that urges its recipients to spend $20.00 more than the $200.00 they already have, to mother more, to consume more, to do more for the holidays, to somehow be better mothers.
The kyriarchy is never satisfied. It denigrates women, but then expects them to achieve impossibly high standards of feminine "perfection." One can't win!