Abstract
The case study for this analysis is the rhetorical construction of the three-dimensional fetal ultrasound session. A cross-cultural selection of marketing material from elective ultrasound clinics is discussed in light of earlier feminist scholarship detailing technocratic, holistic, and consumer culture models of pregnancy. In the analysis, the different models are explicated, and it reveals that the marketing of the 3D/4D ultrasound image invokes both old and new understandings of pregnancy.
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