Family In Advertisement Analysis

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The problem of "family in advertisement" is very topical at the moment, when the results of the process about the way in which family has changed are obvious. Using the image of family as an advertisement strategy is implemented a lot in the last decades of the 20th century in the whole world, as well as, in Bulgaria. The question of how advertising reflects these transformations is relevant for advertisers and for the whole society. From the real representation of family image depends the effectiveness of television commercials and advertising goals. The portrayal of family, family life and gender roles that are showed in advertisement influence children reinforcing gender stereotypes. The expectations and the concept about our life…show more content…
‘’ They have romanticicised family life to the point where any child watching could wonder, why does mommy not buy that? Or where is my daddy? The truth us that there are no families the same. The ideal image projected does not exist in such a way. So these representations are reproducing the reality but representing the global ideal image of family’’ (Lloyd-Davis, 2002). Advertisements are showing the complete image of family and happy family life. Therefore, Watson (2001) states that if a family has only one parent the competiveness of it will be harmed, so the commercial it self will be also harmed. It is the same with gay families and families with no…show more content…
First and mainly they are influences from the members of their family, from teacher and educators in general, and also from the advertisements and the media surrounding them everywhere and all the time. As stated earlier, we don’t learn only from experience we learn and shape our stereotypes from what we see around us as well. So, children are learning from media types of behavior as well gender-roles, which are presented to the audience. ‘’Role prescriptions include the behavior believed by society to be the instrumental means to the achievement of some desired result’’(Brim (1957), p. 346). ‘’Television can play an important role in the development of sex-role perceptions’’ (Moschis and Moore 1984). Therefore, it is logical that television advertisements a playing such an important role in perceiving the structure of the
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