while the headline... says ‘mother’ the illustration suggests something rather different. Traditionally American motherhood is, stereotypically speaking, wholesome and fairly innocent, yet the look on the model’s face is neither especially innocent nor entirely wholesome. Indeed, as Kathleen Barry has pointed out, her ‘atypical stare and casual posture conveyed smoldering sexuality rather than maternal concern’. ‘Mother’s world’ is about housework and children, it is not supposed to be erotic—indeed, the worlds are usually separate—yet the expression on the model’s face is alluring and flirtatious. The associations here are more complex than the headline and body copy would suggest, so that the word ‘mother’ in the headline both invokes and denies the associations of motherhood. This ‘inner contradiction’ between copy and illustration is a rhetorical device used constantly in advertising to play on the opposition between appearance and reality, to create in effect double meaning or paradox. The paradox... is that the illustration shows us an attractive female model, but the copy asks us to ‘Think of her as (our) mother’. These jarring ideas create the appeal of the advertisement; the inner contradiction makes us take notice. However, paradox also means that apparent difference conceals real similarity: she may be attractive and alluring, but she is also your mother.

"We were deluged," says a clinic rep. "Callers kept saying, 'You're disgusting! I can't believe you'd put that in the paper: a picture of a man mooning a child.' " Adds a second client rep: "This came out of nowhere. People were screaming at us about it, and none of us could fathom which ad they were talking about and what they were seeing."