Week11 Extra Blog for Project 4: Advertising and the Construction of the Family Ideal
Name：CHENYUNLIN
Case Selection:
To explore how advertisements construct the image of the "ideal family," I searched through major video platforms and advertising archives. I ultimately selected a 2021 television commercial by a major home appliance brand as my case study. This ad sparked public discussion after its release, especially around issues such as “maternal anxiety,” “division of household labor,” and “representation of female roles.”
Content Analysis:
In analyzing the ad, I focused on visual framing, character roles, dialogue, and background music. I paid particular attention to how the roles of “mother” and “father” were portrayed, and how the children interacted with the family environment. I also applied theories we learned in class, such as gender role studies, the “myth of the family,” and semiotic analysis.
Advertisement Analysis:
The ad features a family of four: a mother, a father, and two children. The camera follows the mother almost exclusively as she juggles household chores, childcare, and even comforts her husband during his stressful work hours. Although the ad’s intent is to promote “smart appliances that reduce domestic workload,” its deeper message still reinforces traditional gender roles: women as the primary caregivers, and men as breadwinners by default.
This framing sends a problematic message: that being a “good mom” means self-sacrifice. It may worsen the internal conflict many working women already face, caught between professional ambitions and family expectations, often leading to guilt and stress.
From the male perspective, this kind of advertising also risks perpetuating the belief that “helping” with housework is optional or extraordinary. It strips men of the opportunity to be emotionally and practically engaged at home, and reinforces outdated notions of masculine responsibility.
The representation of children is also worth noting. The two kids rely completely on their mother and barely interact with the father, reinforcing the idea that emotional labor is a mother’s duty alone. This marginalizes fathers in the process of emotional bonding and caregiving.
Reflection and Conclusion:
This analysis helped me realize that even seemingly warm and positive commercials can subtly reinforce social biases. Advertisements don’t just sell products—they sell ideas. When the “ideal family” is constantly framed around the mother’s selflessness and the father’s quiet support, we must ask: does this structure reflect real life? Is it a fair portrayal of the diverse roles each gender can play?
Through this task, I’ve learned to view advertisements with a more critical lens and to question the cultural messages they convey. Media, while reflecting society, also actively shapes our perceptions of what’s “normal” and “natural.” Cultivating this critical thinking skill is something I aim to carry forward.
Comments
Post a Comment