Related with my question about the currency of “sheconomy,” ”there was the following sentence in the Time magazine’s article – “Woman power: The rise of the sheconomy”:
“Johnson & Johnson found out the painful way, with a 2008 Motrin campaign that followed the inner monologue of a mom toting her infant around in a baby carrier. It 'totally makes me look like an official mom,' she notes in a Web video before agonizing over the backaches it gives her. Some mothers felt belittled. Overnight they formed a group and gave J&J a Twitter headache as emotions escalated. The company apologized and canceled the ad.” http://content.time.com/time/magazine/article/0,9171,2030913-3,00.html
What does “official mom” mean? Does it mean legally wedded mother of child? Why did the word infuriate a group of mothers?
Is there ‘unofficial mom’ as the legitimate word?
Is this expression current, apart from the issues of women’s rights or political correctness?