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data-event-name="pinnable-header.vector-toc.pin">move to sidebar</button> <button class="vector-pinnable-header-toggle-button vector-pinnable-header-unpin-button" data-event-name="pinnable-header.vector-toc.unpin">hide</button> </div> <ul class="vector-toc-contents" id="mw-panel-toc-list"> <li id="toc-mw-content-text" class="vector-toc-list-item vector-toc-level-1"> <a href="#" class="vector-toc-link"> <div class="vector-toc-text">(Top)</div> </a> </li> <li id="toc-History" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#History"> <div class="vector-toc-text"> <span class="vector-toc-numb">1</span> <span>History</span> </div> </a> <ul id="toc-History-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Function" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Function"> <div class="vector-toc-text"> <span class="vector-toc-numb">2</span> <span>Function</span> </div> </a> <button aria-controls="toc-Function-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle Function subsection</span> </button> <ul id="toc-Function-sublist" class="vector-toc-list"> <li id="toc-Sociological_interpretations" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Sociological_interpretations"> <div class="vector-toc-text"> <span class="vector-toc-numb">2.1</span> <span>Sociological interpretations</span> </div> </a> <ul id="toc-Sociological_interpretations-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Family_members" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Family_members"> <div class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>Family members</span> </div> </a> <button 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<div id="mw-content-text" class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Advertising trope</div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:7_Up_-_You_like_it,_it_likes_you,_1948.jpg" class="mw-file-description"><img alt="Magazine advertisement with a mother, father and two children riding a bottle of 7 Up" src="//upload.wikimedia.org/wikipedia/commons/thumb/6/63/7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg/220px-7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg" decoding="async" width="220" height="287" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/63/7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg/330px-7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/63/7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg/440px-7_Up_-_You_like_it%2C_it_likes_you%2C_1948.jpg 2x" data-file-width="3264" data-file-height="4258" /></a><figcaption>1948 <a href="/wiki/7_Up" title="7 Up">7 Up</a> ad in the <i><a href="/wiki/Ladies%27_Home_Journal" title="Ladies' Home Journal">Ladies' Home Journal</a></i>, an American magazine</figcaption></figure> <p>Since the <a href="/wiki/Industrial_Revolution" title="Industrial Revolution">Industrial Revolution</a>, use of the <b>family in advertising</b> has become a prominent practice in marketing campaigns to increase profits. Some sociologists say that these advertisements can influence <a href="/wiki/Behavior" title="Behavior">behavior</a> and <a href="/wiki/Attitude_(psychology)" title="Attitude (psychology)">attitudes</a>; advertisers tend to portray family members in an era's traditional, socially-acceptable roles. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Cheney%27s_expectorant.jpg" class="mw-file-description"><img alt="Newspaper advertisement for cough medicine, depicting a girl in a river being rescued by a bottle of the medicine" src="//upload.wikimedia.org/wikipedia/commons/thumb/c/cf/Cheney%27s_expectorant.jpg/220px-Cheney%27s_expectorant.jpg" decoding="async" width="220" height="354" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/c/cf/Cheney%27s_expectorant.jpg/330px-Cheney%27s_expectorant.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/c/cf/Cheney%27s_expectorant.jpg 2x" data-file-width="370" data-file-height="596" /></a><figcaption>1906 advertisement for Cheney's Expectorant</figcaption></figure> <p>After the Industrial Revolution, advertising increased and the use of family images became prevalent.<sup id="cite_ref-evolution_1-0" class="reference"><a href="#cite_note-evolution-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-cc_2-0" class="reference"><a href="#cite_note-cc-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> Advertising changed, from information about the availability of goods in 17th- and 18th-century Europe for an audience who lived and worked near the vendors (and their wares) to multi-million-dollar <a href="/wiki/Advertising_campaign" title="Advertising campaign">campaigns</a> which attempted to connect and persuade people around the world.<sup id="cite_ref-jhu_3-0" class="reference"><a href="#cite_note-jhu-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-exp_4-0" class="reference"><a href="#cite_note-exp-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> Large companies emerged as <a href="/wiki/Mass_production" title="Mass production">mass producers</a>, products were <a href="/wiki/Brand" title="Brand">branded</a>, and customers began exhibiting <a href="/wiki/Brand_loyalty" title="Brand loyalty">brand loyalty</a>.<sup id="cite_ref-jhu_3-1" class="reference"><a href="#cite_note-jhu-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-gmu_5-0" class="reference"><a href="#cite_note-gmu-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>Persuading consumers to purchase one brand instead of another became vital to advertising in competitive industrial markets. Advertising's size and scope changed as marketing strategies began to target specific audience, using symbols, representations, and stereotypes (including the family). Because family life stresses group benefits, preferences, and successes over those of the individual, <a href="/wiki/Collectivism_and_individualism" class="mw-redirect" title="Collectivism and individualism">collectivist</a> societies tend to use more family symbols in advertising than <a href="/wiki/Individualism" title="Individualism">individualist</a> societies.<sup id="cite_ref-psych_6-0" class="reference"><a href="#cite_note-psych-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Collectivist <a href="/wiki/South_Korea" title="South Korea">South Korea</a> has more success with family advertisements than the United States, which views itself as individualistic.<sup id="cite_ref-psych_6-1" class="reference"><a href="#cite_note-psych-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> </p><p>Post-industrial advertising reaffirmed widely-held social values such as heterosexuality and those of the <a href="/wiki/Middle_class" title="Middle class">middle class</a>, neglecting alternative values or lifestyles. Countries such as <a href="/wiki/Japan" title="Japan">Japan</a> continue to present the family stereotypically, especially in television advertisements.<sup id="cite_ref-jap_7-0" class="reference"><a href="#cite_note-jap-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> Many advertising agencies, however, have begun to more accurately reflect consumer diversity in lifestyles and family types.<sup id="cite_ref-adf_8-0" class="reference"><a href="#cite_note-adf-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Function">Function</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=2" title="Edit section: Function"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>The <a href="/wiki/Family" title="Family">family</a>, a popular symbol in commercial advertising, is used to increase profit and develop a positive reputation with consumers.<sup id="cite_ref-unm_9-0" class="reference"><a href="#cite_note-unm-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> It functions on three levels of <a href="/wiki/Persuasion" title="Persuasion">persuasion</a>: social, psychological and personal.<sup id="cite_ref-udel_10-0" class="reference"><a href="#cite_note-udel-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p><p>Social persuasion appeals to one's role in a group and one's corresponding expectations; it appeals to <a href="/wiki/Reference_group" class="mw-redirect" title="Reference group">reference groups</a>, <a href="/wiki/Social_class" title="Social class">social class</a>, <a href="/wiki/Culture" title="Culture">culture</a> and <a href="/wiki/Subculture" title="Subculture">subculture</a>.<sup id="cite_ref-udel_10-1" class="reference"><a href="#cite_note-udel-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> The family symbol is socially persuasive, appealing to one's role in the family and their corresponding expectations.<sup id="cite_ref-udel_10-2" class="reference"><a href="#cite_note-udel-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> There is emotional pressure, due to psychological attachments in family relationships. Psychological persuasion in advertising appeals to motivation, attitudes, and personality.<sup id="cite_ref-udel_10-3" class="reference"><a href="#cite_note-udel-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> A parent might want to purchase a product which limits harm for their child due to their emotional attachment to the child, and emotional and psychological persuasion are popular advertising strategies.<sup id="cite_ref-jhu_3-2" class="reference"><a href="#cite_note-jhu-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Family affects audiences at the psychological level, the level at which advertising is most effective.<sup id="cite_ref-unm_9-1" class="reference"><a href="#cite_note-unm-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> </p><p>Personal persuasion appeals to one's <a href="/wiki/Demographics" class="mw-redirect" title="Demographics">demographic</a> identity or <a href="/wiki/Consumer_behaviour" title="Consumer behaviour">consumer behaviors</a>. The family is persuasive because although a family may make a purchase decision as a unit, one family member may make most of its buying decisions.<sup id="cite_ref-udel_10-4" class="reference"><a href="#cite_note-udel-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> Targeting that person, noting their role in the family and the corresponding responsibility to make family purchase decisions, is more productive than targeting other family members. The <a href="/wiki/McDonald%27s" title="McDonald's">McDonald's</a> Corporation in <a href="/wiki/India" title="India">India</a> has successfully marketed itself as "McDonald's Family Restaurant".<sup id="cite_ref-ojica_11-0" class="reference"><a href="#cite_note-ojica-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Sociological_interpretations">Sociological interpretations</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=3" title="Edit section: Sociological interpretations"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Advertising is used to attract customers to a business's products or services, making statements about <a href="/wiki/Race_(human_categorization)" title="Race (human categorization)">race</a>, <a href="/wiki/Social_class" title="Social class">social class</a>, <a href="/wiki/Gender" title="Gender">gender</a>, values, and family.<sup id="cite_ref-jhu_3-3" class="reference"><a href="#cite_note-jhu-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-adf_8-1" class="reference"><a href="#cite_note-adf-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> It describes these social categories and prescribes behavior according to social ideals or norms.<sup id="cite_ref-jhu_3-4" class="reference"><a href="#cite_note-jhu-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> According to Belk and Pollay (cited in Burke's master's thesis), advertisements show the ideal life and instruct in how to live.<sup id="cite_ref-lsu_12-0" class="reference"><a href="#cite_note-lsu-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup> Targeting specific groups of people for products and services, advertisements reflect changes in <a href="/wiki/Social_norm" title="Social norm">social norms</a> and acceptable behavior. Some argue that the image of a family only plays a symbolic role, reflecting contemporary cultural values.<sup id="cite_ref-adf_8-2" class="reference"><a href="#cite_note-adf-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> Sociologists have challenged the public to study ads with family images as marketing messages and vehicles for behavior and attitudes towards society.<sup id="cite_ref-Advertising,_A_Reflection_of_Ourselves:_A_Cross-Cultural_Comparison_of_Television_Commercials_in_the_United_States_and_Dominican_Republic_13-0" class="reference"><a href="#cite_note-Advertising,_A_Reflection_of_Ourselves:_A_Cross-Cultural_Comparison_of_Television_Commercials_in_the_United_States_and_Dominican_Republic-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p><p>Advertisements depicting families note the transition from <a href="/wiki/Modernity" title="Modernity">modernity</a> to <a href="/wiki/Postmodernity" title="Postmodernity">postmodernity</a>.<sup id="cite_ref-george_14-0" class="reference"><a href="#cite_note-george-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> This transition is that of <a href="/wiki/Middle_class" title="Middle class">middle class</a> <a href="/wiki/Nuclear_families" class="mw-redirect" title="Nuclear families">nuclear families</a> (where <a href="/wiki/Heterosexuality" title="Heterosexuality">heterosexuality</a> is the norm) to the recognition and acceptance of a variety of family types, embracing societal polysexuality and plurality, the transition from <a href="/wiki/Popular_culture" title="Popular culture">popular culture</a> to sub-cultures and multiculturalism.<sup id="cite_ref-george_14-1" class="reference"><a href="#cite_note-george-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> According to literary critic <a href="/wiki/Fredric_Jameson" title="Fredric Jameson">Fredric Jameson</a>, "Our advertising ... is fed by postmodernism in all the arts, and is inconceivable without it."<sup id="cite_ref-george_14-2" class="reference"><a href="#cite_note-george-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Family_members"><span class="anchor" id="Family_members_in_advertising"></span>Family members</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=4" title="Edit section: Family members"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="Parents"><span class="anchor" id="Mothers_and_fathers"></span>Parents</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=5" title="Edit section: Parents"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Hacovon_Liquid_Soap_1920.jpg" class="mw-file-description"><img alt="Shampoo advertisement depicting three generations of a family" src="//upload.wikimedia.org/wikipedia/commons/thumb/6/6d/Hacovon_Liquid_Soap_1920.jpg/220px-Hacovon_Liquid_Soap_1920.jpg" decoding="async" width="220" height="298" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/6d/Hacovon_Liquid_Soap_1920.jpg/330px-Hacovon_Liquid_Soap_1920.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/6/6d/Hacovon_Liquid_Soap_1920.jpg 2x" data-file-width="400" data-file-height="541" /></a><figcaption>1920 German advertisement for Hacavon shampoo</figcaption></figure> <p>Throughout history, mothers have been portrayed as the primary physical caregivers of children. Physical caregiving includes tasks such as <a href="/wiki/Breastfeeding" title="Breastfeeding">breastfeeding</a> and changing diapers.<sup id="cite_ref-Brown-42_15-0" class="reference"><a href="#cite_note-Brown-42-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Some theorize that women have a natural instinct to provide care.<sup id="cite_ref-Brown-42_15-1" class="reference"><a href="#cite_note-Brown-42-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Fathers have been more likely to be portrayed as playing with their children, more with sons than daughters.<sup id="cite_ref-Brown-42_15-2" class="reference"><a href="#cite_note-Brown-42-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Similar to the decline in wives being portrayed solely as housekeepers, the portrayal of mothers as the primary physical caretakers of children has also declined; mothers are portrayed more in recreational activities with their offspring.<sup id="cite_ref-Brown-42_15-3" class="reference"><a href="#cite_note-Brown-42-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Other_family_members">Other family members</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=6" title="Edit section: Other family members"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Like fathers, other male family members (including sons and grandsons) are primarily portrayed in <a href="/wiki/Play_(activity)" title="Play (activity)">play</a> activities with children.<sup id="cite_ref-Brown1979-49,50_16-0" class="reference"><a href="#cite_note-Brown1979-49,50-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> Young female family members are more likely depicted in activities related to household chores and child care.<sup id="cite_ref-Brown1979-49,50_16-1" class="reference"><a href="#cite_note-Brown1979-49,50-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> Grandparents are largely absent from advertising.<sup id="cite_ref-Brown1979-49,50_16-2" class="reference"><a href="#cite_note-Brown1979-49,50-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> </p><p>Family images depend on their source and the audience the source intends to reach.<sup id="cite_ref-Brown1979-17_17-0" class="reference"><a href="#cite_note-Brown1979-17-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> In a women's magazine, such as <i><a href="/wiki/Good_Housekeeping" title="Good Housekeeping">Good Housekeeping</a></i>, women are portrayed primarily as <a href="/wiki/Housewives" class="mw-redirect" title="Housewives">housewives</a>.<sup id="cite_ref-Woman's_place_18-0" class="reference"><a href="#cite_note-Woman's_place-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Husbands">Husbands</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=7" title="Edit section: Husbands"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>As wives in advertising have reflected the general view of their appropriate role, husbands also reflect the <a href="/wiki/Culture" title="Culture">cultural values</a> surrounding their role;<sup id="cite_ref-Brown1979-37_19-0" class="reference"><a href="#cite_note-Brown1979-37-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> images of the husband working outside the home and handling the family <a href="/wiki/Finances" class="mw-redirect" title="Finances">finances</a> are common.<sup id="cite_ref-Brown1979-37_19-1" class="reference"><a href="#cite_note-Brown1979-37-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> These roles were especially prevalent in 1920, 1936, and 1970.<sup id="cite_ref-Brown1979-37_19-2" class="reference"><a href="#cite_note-Brown1979-37-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> Husbands have generally not been depicted in advertising doing household chores, except when they humorously perform them badly.<sup id="cite_ref-Goffman_20-0" class="reference"><a href="#cite_note-Goffman-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> The portrayal of husbands and wives in an intimate, romantic relationship has increased.<sup id="cite_ref-Brown1979-37_19-3" class="reference"><a href="#cite_note-Brown1979-37-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Wives">Wives</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=8" title="Edit section: Wives"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Advertising generally reflects popular contemporary attitudes toward <a href="/wiki/Gender_role" title="Gender role">gender roles</a>. During the 1920s, when relatively few wives worked outside the home,<sup id="cite_ref-monetary_contributions_21-0" class="reference"><a href="#cite_note-monetary_contributions-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> working wives were rarely portrayed in advertising. This changed during the <a href="/wiki/Great_Depression" title="Great Depression">Great Depression</a>, when more wives entered the <a href="/wiki/Workforce" title="Workforce">workforce</a>.<sup id="cite_ref-Brown1979-30_22-0" class="reference"><a href="#cite_note-Brown1979-30-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> Since then, as <a href="/wiki/Housekeeping" title="Housekeeping">housekeeping</a> becomes a less-important family role,<sup id="cite_ref-role_structure_23-0" class="reference"><a href="#cite_note-role_structure-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> the number of advertisements depicting women performing household tasks has declined. </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=9" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col"> <ul><li><a href="/wiki/Advertising_campaign" title="Advertising campaign">Advertising campaign</a></li> <li><a href="/wiki/Capitalism" title="Capitalism">Capitalism</a></li> <li><a href="/wiki/Consumerism" title="Consumerism">Consumerism</a></li> <li><a href="/wiki/Commercialism" title="Commercialism">Commercialism</a></li> <li><a href="/wiki/Outline_of_marketing" title="Outline of marketing">Outline of marketing</a></li> <li><a href="/wiki/Marketing" title="Marketing">Marketing</a></li> <li><a href="/wiki/Influence_of_mass_media" title="Influence of mass media">Influence of mass media</a></li> <li><a href="/wiki/Representation_(arts)" title="Representation (arts)">Representation (arts)</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Parental_portrayals_in_the_media" title="Parental portrayals in the media">Parental portrayals in the media</a></li></ul> </div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Family_in_advertising&action=edit&section=10" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width" style="column-width: 30em;"> <ol class="references"> <li id="cite_note-evolution-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-evolution_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFBlair1994" class="citation web cs1">Blair, Doniphan (1994). <a rel="nofollow" class="external text" href="https://web.archive.org/web/20120219213903/http://www.amedianysf.com/historyofadvertising.html">"The History of Advertising in Capitalism"</a>. 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Georgetown University. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20100726122523/http://www9.georgetown.edu/faculty/irvinem/theory/pomo.html">Archived</a> from the original on July 26, 2010<span class="reference-accessdate">. Retrieved <span class="nowrap">November 16,</span> 2011</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Postmodernity+versus+Postmodern+versus+Postmodernism&rft.pub=Georgetown+University&rft.date=2011-09&rft.aulast=Irvine&rft.aufirst=Martin&rft_id=http%3A%2F%2Fwww9.georgetown.edu%2Ffaculty%2Firvinem%2Ftheory%2Fpomo.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-Brown-42-15"><span class="mw-cite-backlink">^ <a href="#cite_ref-Brown-42_15-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Brown-42_15-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Brown-42_15-2"><sup><i><b>c</b></i></sup></a> <a href="#cite_ref-Brown-42_15-3"><sup><i><b>d</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBrown,_Bruce1981" class="citation book cs1">Brown, Bruce (1981). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OQdLQgAACAAJ"><i>Images of Family Life in Magazine Advertising, 1920–1978</i></a>. Praeger Publishers: New York, N.Y. p. 42.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Images+of+Family+Life+in+Magazine+Advertising%2C+1920%E2%80%931978&rft.pages=42&rft.pub=Praeger+Publishers%3A+New+York%2C+N.Y.&rft.date=1981&rft.au=Brown%2C+Bruce&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DOQdLQgAACAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span><sup class="noprint Inline-Template"><span style="white-space: nowrap;">[<i><a href="/wiki/Wikipedia:Link_rot" title="Wikipedia:Link rot"><span title=" Dead link tagged April 2024">permanent dead link</span></a></i><span style="visibility:hidden; color:transparent; padding-left:2px">‍</span>]</span></sup></span> </li> <li id="cite_note-Brown1979-49,50-16"><span class="mw-cite-backlink">^ <a href="#cite_ref-Brown1979-49,50_16-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Brown1979-49,50_16-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Brown1979-49,50_16-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBrown,_Bruce1981" class="citation book cs1">Brown, Bruce (1981). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OQdLQgAACAAJ"><i>Images of Family Life in Magazine Advertising, 1920–1978</i></a>. Praeger Publishers: New York, N.Y. p. 49,50.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Images+of+Family+Life+in+Magazine+Advertising%2C+1920%E2%80%931978&rft.pages=49%2C50&rft.pub=Praeger+Publishers%3A+New+York%2C+N.Y.&rft.date=1981&rft.au=Brown%2C+Bruce&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DOQdLQgAACAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span><sup class="noprint Inline-Template"><span style="white-space: nowrap;">[<i><a href="/wiki/Wikipedia:Link_rot" title="Wikipedia:Link rot"><span title=" Dead link tagged April 2024">permanent dead link</span></a></i><span style="visibility:hidden; color:transparent; padding-left:2px">‍</span>]</span></sup></span> </li> <li id="cite_note-Brown1979-17-17"><span class="mw-cite-backlink"><b><a href="#cite_ref-Brown1979-17_17-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBrown,_Bruce1981" class="citation book cs1">Brown, Bruce (1981). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OQdLQgAACAAJ"><i>Images of Family Life in Magazine Advertising, 1920–1978</i></a>. Praeger Publishers: New York, N.Y. p. 17.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Images+of+Family+Life+in+Magazine+Advertising%2C+1920%E2%80%931978&rft.pages=17&rft.pub=Praeger+Publishers%3A+New+York%2C+N.Y.&rft.date=1981&rft.au=Brown%2C+Bruce&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DOQdLQgAACAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span><sup class="noprint Inline-Template"><span style="white-space: nowrap;">[<i><a href="/wiki/Wikipedia:Link_rot" title="Wikipedia:Link rot"><span title=" Dead link tagged April 2024">permanent dead link</span></a></i><span style="visibility:hidden; color:transparent; padding-left:2px">‍</span>]</span></sup></span> </li> <li id="cite_note-Woman's_place-18"><span class="mw-cite-backlink"><b><a href="#cite_ref-Woman's_place_18-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFCourtneyLockeretz1971" class="citation journal cs1">Courtney, Alice E.; Lockeretz, Sarah Wernick (1971). "A woman's place: An analysis of the roles portrayed by women in magazine advertisements". <i>Journal of Marketing Research</i>. <b>8</b> (1): 92–95. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.2307%2F3149733">10.2307/3149733</a>. <a href="/wiki/JSTOR_(identifier)" class="mw-redirect" title="JSTOR (identifier)">JSTOR</a> <a rel="nofollow" class="external text" href="https://www.jstor.org/stable/3149733">3149733</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Journal+of+Marketing+Research&rft.atitle=A+woman%27s+place%3A+An+analysis+of+the+roles+portrayed+by+women+in+magazine+advertisements&rft.volume=8&rft.issue=1&rft.pages=92-95&rft.date=1971&rft_id=info%3Adoi%2F10.2307%2F3149733&rft_id=https%3A%2F%2Fwww.jstor.org%2Fstable%2F3149733%23id-name%3DJSTOR&rft.aulast=Courtney&rft.aufirst=Alice+E.&rft.au=Lockeretz%2C+Sarah+Wernick&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-Brown1979-37-19"><span class="mw-cite-backlink">^ <a href="#cite_ref-Brown1979-37_19-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Brown1979-37_19-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-Brown1979-37_19-2"><sup><i><b>c</b></i></sup></a> <a href="#cite_ref-Brown1979-37_19-3"><sup><i><b>d</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBrown,_Bruce1981" class="citation book cs1">Brown, Bruce (1981). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OQdLQgAACAAJ"><i>Images of Family Life in Magazine Advertising, 1920–1978</i></a>. Praeger Publishers: New York, N.Y. p. 37.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Images+of+Family+Life+in+Magazine+Advertising%2C+1920%E2%80%931978&rft.pages=37&rft.pub=Praeger+Publishers%3A+New+York%2C+N.Y.&rft.date=1981&rft.au=Brown%2C+Bruce&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DOQdLQgAACAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span><sup class="noprint Inline-Template"><span style="white-space: nowrap;">[<i><a href="/wiki/Wikipedia:Link_rot" title="Wikipedia:Link rot"><span title=" Dead link tagged April 2024">permanent dead link</span></a></i><span style="visibility:hidden; color:transparent; padding-left:2px">‍</span>]</span></sup></span> </li> <li id="cite_note-Goffman-20"><span class="mw-cite-backlink"><b><a href="#cite_ref-Goffman_20-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFGoffman1976" class="citation journal cs1">Goffman, Erving (1976). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=VE4UAQAAMAAJ">"Gender advertisements"</a>. <i>Studies in the Anthropology of Visual Communication</i>. <b>3</b> (2): 69–154. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.1525%2Fvar.1976.3.2.69">10.1525/var.1976.3.2.69</a>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20200115135154/https://books.google.com/books/about/Gender_advertisements.html%3Fid%3DVE4UAQAAMAAJ">Archived</a> from the original on January 15, 2020<span class="reference-accessdate">. Retrieved <span class="nowrap">December 4,</span> 2011</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Studies+in+the+Anthropology+of+Visual+Communication&rft.atitle=Gender+advertisements&rft.volume=3&rft.issue=2&rft.pages=69-154&rft.date=1976&rft_id=info%3Adoi%2F10.1525%2Fvar.1976.3.2.69&rft.aulast=Goffman&rft.aufirst=Erving&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DVE4UAQAAMAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-monetary_contributions-21"><span class="mw-cite-backlink"><b><a href="#cite_ref-monetary_contributions_21-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFRollins1963" class="citation journal cs1">Rollins, Mabel A (1963). "Monetary contributions of wives to family income in 1920 and 1960". <i>Marriage and Family Living</i>. <b>25</b> (2): 226–227. <a href="/wiki/Doi_(identifier)" class="mw-redirect" title="Doi (identifier)">doi</a>:<a rel="nofollow" class="external text" href="https://doi.org/10.2307%2F349191">10.2307/349191</a>. <a href="/wiki/JSTOR_(identifier)" class="mw-redirect" title="JSTOR (identifier)">JSTOR</a> <a rel="nofollow" class="external text" href="https://www.jstor.org/stable/349191">349191</a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Marriage+and+Family+Living&rft.atitle=Monetary+contributions+of+wives+to+family+income+in+1920+and+1960&rft.volume=25&rft.issue=2&rft.pages=226-227&rft.date=1963&rft_id=info%3Adoi%2F10.2307%2F349191&rft_id=https%3A%2F%2Fwww.jstor.org%2Fstable%2F349191%23id-name%3DJSTOR&rft.aulast=Rollins&rft.aufirst=Mabel+A&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span></span> </li> <li id="cite_note-Brown1979-30-22"><span class="mw-cite-backlink"><b><a href="#cite_ref-Brown1979-30_22-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBrown,_Bruce1981" class="citation book cs1">Brown, Bruce (1981). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=OQdLQgAACAAJ"><i>Images of Family Life in Magazine Advertising, 1920–1978</i></a>. Praeger Publishers: New York, N.Y. p. 30.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Images+of+Family+Life+in+Magazine+Advertising%2C+1920%E2%80%931978&rft.pages=30&rft.pub=Praeger+Publishers%3A+New+York%2C+N.Y.&rft.date=1981&rft.au=Brown%2C+Bruce&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3DOQdLQgAACAAJ&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span><sup class="noprint Inline-Template"><span style="white-space: nowrap;">[<i><a href="/wiki/Wikipedia:Link_rot" title="Wikipedia:Link rot"><span title=" Dead link tagged April 2024">permanent dead link</span></a></i><span style="visibility:hidden; color:transparent; padding-left:2px">‍</span>]</span></sup></span> </li> <li id="cite_note-role_structure-23"><span class="mw-cite-backlink"><b><a href="#cite_ref-role_structure_23-0">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFNye1976" class="citation book cs1">Nye, Ivan F. (1976). <a rel="nofollow" class="external text" href="https://archive.today/20130414215502/http://www.getcited.org/pub/101601192"><i>Role Structure and Analysis of the Family</i></a>. Beverly Hills, CA: Sage. p. 99. Archived from <a rel="nofollow" class="external text" href="http://www.getcited.org/pub/101601192">the original</a> on April 14, 2013<span class="reference-accessdate">. Retrieved <span class="nowrap">December 4,</span> 2011</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=Role+Structure+and+Analysis+of+the+Family&rft.place=Beverly+Hills%2C+CA&rft.pages=99&rft.pub=Sage&rft.date=1976&rft.aulast=Nye&rft.aufirst=Ivan+F.&rft_id=http%3A%2F%2Fwww.getcited.org%2Fpub%2F101601192&rfr_id=info%3Asid%2Fen.wikipedia.org%3AFamily+in+advertising" class="Z3988"></span></span> </li> </ol></div> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output 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