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Family in advertising
Since the industrial revolution, the image of the family in advertising has become a prominent symbol in advertising and is utilized in marketing campaigns to increase profits. While some sociologists argue that these advertisements are ways in which behavior and attitudes towards society are influenced, others merely argue that the image of family in advertising mirrors reality and therefore holds only a representative or symbolic role. Regardless, different members of the family are portrayed in different ways within advertising and such portrayals often reflect the traditional roles of each member during the time in history in which the advertisement is presented.
==History==
The family symbol in advertising may be observable before the industrial revolution, but it was not until after the industrial revolution that advertising boomed and the use of family images in advertising became prevalent.〔〔 The industrial revolution changed advertising from informative flyers marking the availability of goods in 17th and 18th century Europe, whose audience were those within physical propinquity, to multi-million dollar campaigns that attempted to instantly connect and persuade peoples from across the world.〔〔 After the industrial revolution, large companies emerged as mass-producers, products became branded, and customers began establishing brand loyalties.〔〔 Thus, persuading customers to purchase one brand rather than another became vital to advertising. An advertisement was responsible for making products and services salient in order to earn consumer attention in competitive industrial markets. During this period, not only did the immensity of the advertising industry drastically change, but so did its marketing strategies as it began to incorporate images and specify an audience. This change from largely informative to largely persuasive strategies and from general to specific audiences explains the increase in presence and usage of symbols, representations, and stereotypes in advertising—including those of the family.
Different societies and cultures have used family symbols in advertising to varying extents of success. Because family life stresses in-group benefits, preferences, and successes over those of the individual, collectivist societies tend to use more family symbols in advertising than individualist societies.〔 For example, Korea, which is reputably collectivistic, has more success with family advertisements than the United States, which is reputably individualistic.〔
The modern post-industrial era in advertising was one of reaffirming widely held social values, such as heterosexuality and the middle-class, while neglecting alternative values or lifestyles. The advertising industry was conservative and did not deviate from images that were socially acceptable. Some countries, such as Japan, continue to present the family stereotypically, especially in their television advertisements.〔 In the past decade, however, many advertising agencies have begun to more accurately capture reality and the diversity of lifestyles and family types of consumers.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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