By Jenny Martel
You and Your Family Will Be Infested With Scary Germs and Die (unless you buy this product.)Companies love to market to moms with this theme. The Bounty Duratowel is the commercial that first comes to my mind. The ubiquitous innocent baby is devouring spaghetti in the messiest way possible off the vulnerable surface of her high chair. Vulnerable, people, that surface is being invaded by the enemy. This is one of my least favorite tactics used to market to moms and I'm sure other mothers share this opinion. Or there's another popular tactic to market to moms I call the “Octopus Mom". She needs eight arms to keep all her balls in the air. This is the mom tearing down her suburban staircase in a business suit while carrying a laundry basket. She has an iPhone plastered to her ear and there is a pot boiling over on the stove. Children, one of whom has just ridden his muddy bike across the cream-colored Tibetan rug, are yelling and running about the house. Insert product that is going to help you, Octopus Mom, deal with your chaotic, multi-tasking life. (Personally, I think that ancient ad from Calgon "Take Me Away" started this whole thing.) Fear-based advertising reacts urgently on the mom psyche. The fear of not getting everything done, not protecting your family from bad things, the fear of having your sweet domestic solace invaded by the greatest foe of all, THE GERM. So why are these themes such a mainstay when advertisers market to moms?