Family Relations as Portrayed in Commercial Ads
Family relations are an important consideration in how companies interact with them. This is based on the knowledge that families form the nucleus of the society. As a result, ad developers have realized the necessity of addressing family relations in ad development. Commercial ad development with family consideration has a deep history relating back to the industrial revolution. Intuitive ads developed at the time focused inherently on the social attitudes (behavior and principles) as reflected on the reach of the ad to the society. In engineering the ad, different members of the family, are presented in their demographic role of a society or a family. This analysis will comprehensively analyze thirty-five ads, twenty-four commercial ads and eleven prints ads by examining the nature of family relationships in the society targeted by the each ad. The study will also analyze the dominant family types portrayed in various ads whilst examining the relevant message passed in the ads. The effects of the ads to viewers are also identified.
Discussion of messages that present in the advertisements
Persuasion
In all the ads (print or commercial), the typical family is portrayed to have wanted for a particular good or service. The want graduates into becoming a demand for all members of the family. In any case, the notion that the family requires the service that the ad is championing is paramount. The family symbol in all the ads is based to explain the core products of the ad. The persuasion stretches deep personally, socially and psychologically. For instance, men are naturally seen playing their roles (Fathers day, appendix 4) while women will be seen doing the feminine roles (A Girl’s hope, appendix 1).
In addition, the reference to group, cultures and social classes cannot be ignored. In fact, the adverts attempt to ascertain individual roles in a family and their derived roles after affiliating to a certain social lifestyle. The adverts also have inherent outreach to customer support through an advisory measure. For instance, the Kevin advert (My Wish: Seattle Seahawks, Appendix 11) is a replica of social corporate support of the nuclear family. This explains the inherent philanthropic role of corporate bodies in providing the social support medically, physically, economically and socially. A further example of this is the Kalbe social reward (Kalbe, Appendix 11). Therefore, the act of personal persuasion cannot be neglected. The underlying reason is the ability of personal persuasion to appeal to individual demographic identity and natural behavior and consumer patterns.
Interpretations
Further to this, the ads explain the deep family interactions in a social setting. This is based on the power of a family in influencing other members of a family to do things (Young Couple State Farm Insurance, Appendix 11). The primary goal is based on the power of blood relating to the power of seriousness. Essentially, the audience community will overpower what an advert is advocating and interpret it a basic social setting. Ad developers have realized the imperativeness of influence in responding to social intrinsic needs of the viewer. The central goal is the development of viewer-centered perspectives by instilling viewer engagement as well as a viewer-centered response. The basic setup realized in the ads is the power to instigate harmony, good, and bad times of the people living in a given society.
Besides, social engagement has a wider influence on what is considered as a total economic engagement. This analysis will attempt to communicate to the viewer on the importance of instilling social support to educate on the essentiality of family above everything else. The core message passed in these advertisements is cultural values and changing social norms. For instance, in watching the coca cola (Coca-Cola: Ser papa, Appendix, 21), one will not fail to notice the absence of Coca Cola beverage. However, the ad communicates deeper on the commitment of Coca Cola in adding value to all lives.
How these advertisements affect viewers
The audience community has to be triggered in watching or viewing an advert, whether the ad has audio or not, the basic message is communicated feasibly to the viewers. In a close analysis of the adverts in these extracts, one will not fail to notice the stimulation the adverts instill to the viewer. The ad developers have considered the aspect of social cohesion while developing the advert. For instance, after watching 2014 Chevrolet (Chevy, appendix 15), will not fail to notice the grieve factor in the advert.
However, Chevrolet is not a hospital or a team of doctors, but their commitment in fighting cancer is eminent in how they physiologically communicate their message to the viewership community. This is an impetus to the customer by soliciting a social buying force of products advocated in the advert. Secondly, the adverts are imperative in explaining the commitment of the ad in reducing social classes. After watching the ads, a keen viewer will not fail to notice that the ads are based on simplicity. People will purchase a product which does not impose prejudice to a given culture or society. The simplicity aspect is the importance in explaining the effectiveness of the product to the society in minimizing social disparities.
Matrix
No
The ad
What is the advertising
Content of the ad
Notes
Link
1
A Girl’s Hope
This commercial advertises Olympic games
The protagonist of the commercial is a young girl who dreams of attending the Olympic. The young girl is being inspired by her mother
This ad is influential in how it captures the dreams of Olympic lovers. However, the explanation of social families is heavily explained. The dominant family types in that society are nuclear.
2
American Family Insurance commercial 2012
This commercial advertises American family insurance
The protagonists of this ad are male family members moving up country with a coach
This ad impact on the basic family on the necessity of social cohesion in responding to social challenges http://www.youtube.com/watch?v=F_eOkDmf654
3
A touching commercial that stimulates your inner being, turns on memories
This commercial advertises Singapore’s education
The protagonist of the ad is a troubled young man who due to lack of education conflicts a lot with his family members
This ad affects to the social construction of a family. In the ending of the ad, a relatives counsels and inspires the young man on the importance of the education http://www.youtube.com/watch?v=DabE5z6MaiY
4
Father’s Day – Most touching commercial EVER!
This commercial advertises the importance of a father in a social family- client Philippines government
This ad analyzes the good and the bad times of a family. The ad explains that fathers are not bad based on their role in asserting authority in a family
The ad impact on family relations — educating the audience community on the fundamentality of appreciating senior family. Also, family members should learn to forgive each other http://www.youtube.com/watch?v=S14kvB-HMc0
5
Make Us Part of Your Family – Rapping California Cow
This commercial advertises milk — client real California Milk
The funny ad has two girls dancing in their closet with a live cow behind
This ad establishes the good times of a family. In any case, family relations in this ad are explained in greater levels of animal husbandry.
http://www.youtube.com/watch?v=VSdLMhaGbPY
6
Back Seat Italians 500 L
This commercial advertises the FIAT vehicle model
The protagonist of this ad explains how Fiat connects families from different races. Apparently, the American family buying the Fiat has to drive with an Italian family behind. The ad attempts to explain how the Fiat 500 L. is big
The impact of this ad on the basis family is an explanation how Fiat facilitates language barriers. In any case, the family, which buys the Fiat does not know how to speak Italian, however, after driving with the new customized family they are acquitted in with language. This explains the necessity of social family culture.
http://www.youtube.com/watch?v=1fBFm4OD2W0
7
American Family Insurance Super Bowl 2013 Commercial Ad – Ambassador Dreams AmFam
Another influential ad of American family insurance
The protagonist of this ad is a dreaming young boy who wishes to be a super bowl star in coming years
This family type portrayed in this ad is nuclear family: a father aiding a son. The father presents American family insurance.
8
American Airlines commercial ‘Putting Them First’
The commercial advertises American Airlines Commercial
Other Flight passengers are honoring the protagonist of the ad, a young black female soldier for having patriotically represented America.
This ad influences social construction in a way people socially respect their country by honoring soldiers.
http://www.youtube.com/watch?v=x6iAMiJUu5g
9
Pero Family Farms Mini Sweets TV Commercial
This commercial advertisements Family farms mini sweets
The content of this ad is sweets. The ad is aided by two protagonists; a mother and his sons who fabulously eats the sweets
The dominant family type of this is a nuclear family. The ad explains family harmony and how the family sweets improve family relations.
http://www.youtube.com/watch?v=ks-SgE_waSo
10
American Family Insurance Commercial
This commercial advertises American Family Insurance Company
The protagonist of this family is a growing girl from the time of childhood to adult-life.
The dominant family of this ad is a nuclear to an extended family. The ad influences social construction in how it depicts the essentiality of insurance in aiding family development.
11
My Wish: Seattle Seahawks Grant, Kevin Lee’s Wish
This commercial advertises Seattle Seahawks
The protagonist Kevin has a heart problem at a tender age. However, Seattle Seahawks aids the treatment of Kevin, and later Kevin registers a contract with Seattle hawks
The family type in this ad is a nuclear family. The ad influences social construction in explaining corporate social responsibility.
http://www.youtube.com/watch?v=3clA3oeljGU
12
Fisherman’s Friend TV commercial for U.S. market. Q4 201
This commercial advertises fisherman’s friend tranquilizers.
The protagonist of the ad, a sea navigator female partner is seen advising the fisherman to take the tranquilizer — fisherman’s friend
The dominant family type realized in the ad is coupling. This ad influences social construction in explaining how loved ones care for each other health.
13
The New Us: Traverse — #TheNew | Chevrolet
This ad advertises Chevrolet
The main context of this ad is Chevrolet vehicle and how it provides family safety in travel.
This ad explains the love, and compassion of family members. The social construction explained in this ad is based on the ability of the ad to pass the message of safety of relatives.
http://www.youtube.com/watch?v=ks-SgE_waSo
14
Family Gathering – AT&T Beats Music TV Commercial, Ft Rev
This commercial advertises AT & T. music accessories
The main context is a family that shares different technologies exhibited in the AT & T. internet connection
The central family in this commercial is an extended family. This ad affects social construction in how family members share different experiences with technology while having good family times.
http://www.youtube.com/watch?v=8aewXCAYf5o
15
2014 Chevy Super Bowl Commercial: “Life” — #PurpleYourProfile
This ad advertises Chevrolet commitment to cancer fighting.
The main protagonist of the ad is a man and a woman; seemingly couples. The ad also depicts a Chevrolet vehicle.
The dominant family type is a couple. The ad influences a central message that fighting cancer is a family initiative; thus, explaining the importance of love, commitment and togetherness.
http://www.youtube.com/watch?v=7vhMpXMPvdU
16
Google Chrome: Make It Happen
This commercial advertises the importance of Google Chrome in influencing social lives.
The main content of the advertisement is Google chrome animated icons. The ad also depicts a plethora of community members
The dominant setup is a general community. The ad is an inspirational talk on the importance of members in a society encouraging each other http://www.youtube.com/watch?v=H1ni1lQBEXg&list=PL3B8C4382B5BEE23D
17
Samsung Smart TV Commercial – Meet The Family
The ad advertises the .V
The main context of the ad is family members. In addition to that, the ad also has a Samsung smart TV inclusive
The dominant family in the ad is an extended family. The ad affects family social construction in how the family members collectively watch the ad.
http://www.youtube.com/watch?v=X3e_ws5k82o
18
Bank of America and the Hughes Family
The commercial advertises Bank America
The main context of the ad is the traditional description of legendary American heroes and how they have influenced American families
This is based on several families (society). The narrator explains the importance of social of heroes’ contribution in improving American families. The ad communicates that a hero has a society behind him or her http://www.youtube.com/watch?v=QJFRy8DHRwA
19
The Family Breakfast Project – Cheerios TV Commercial
This commercial advertises Cheerios TV
The protagonist of this ad are family members having a cheerful breakfast meal
This dominant family type is a nuclear family. This ad affirms the importance of families having family meals together.
20
Sprint Framily Plan Super Bowl 2014
This ad advertises Sprint family plan
The main protagonists of this ad are friends. The ad explains how bringing in more friends in a Sprint family plan reduces the amount payable
The dominant social set up are male friends. This ad improves social construction in how friends benefit from friends.
http://www.youtube.com/watch?v=iVtuMQUznak
21
Coca-Cola: Ser papa, una razon mas para ser feliz
This commercial is advertising a Coca beverage brand
The main context of the ad is a father and the young one
The commercial is advertising the importance of social support in how the family supports each other. The dominant family is a nuclear family.
22
Young Couple State Farm Insurance Commercial (2011)
This ad advertises the American Couple State Farm Insurance
The main context of this advert is a couple arguing against each for an accident
The dominant social setup is a couple. This ad influences the social context in explaining how family members support each other.
23
We are all babies Inside
This print ad advertises Evian water
The main context of the ad is a man wearing a t-shirt printed a baby inside. The man holds a bottle of Evian water
The dominant family set up is none. The ad seeks to communicate that our bodies need paramount protection. The social influence of the print ad is based on neutrality of grownups and young ones.
http://www.fespa.com/news/blogs/the-innovator/50-powerful-print-ads-of-2013-advertisement.html
24
Dixan Laundry Detergent
This print ad is advertising Dixan powered soap
The main context of the ad is family members and a package of powered soap.
The dominant family in this is ad is a nuclear family. The ad shows how social construction in how cleanliness is a vital prerequisite in a family.
http://www.coloribus.com/adsarchive/prints/dixan-laundry-detergent-family-13511255/
25
Love Life stops Aids
This print ad advertises the Love life commercial campaign.
The main context of the print ad is a family in the foreground sharing fun and a group of commercial sex workers at the back
The ad depicts a nuclear family. This ad influences social construction in the importance of living a faithful and trustworthy life to family members http://www.coloribus.com/adsarchive/prints/love-life-stop-aids-family-10003205/
26
Dulux paints Family Print Ad
This print advertises Dulux paints
The main context of the ad is a family posing a picture with the man of the family seated in a chair. Below is the logo of Dulux paints
The dominant family type is a nuclear family. The ad relates to social construction into the importance of neutrality. For instance, the family is made of father, mother, and boys, two of which are twins.
http://www.coloribus.com/adsarchive/prints/dulux-paints-family-6353055/
27
Dolce & Gabbana Fall 2012 / 2013
This advert seeks to advertise Dolce and
The main context of the print ad people from various sexes and ages wearing Dolce & Gabbana clothing
The dominant social setup is the community. The print adverts also depict family (nuclear and extended). The ad impact to social construction in the importance of ad in influencing harmony in the society.
28
Ienova Digit Family
The advert advertises Ideapad Notepad Computers
The central context of the print is a family with icon families
The dominant family setup in the advert is a nuclear family. The social setup explained in the advert is the influence of computers in improving the basic nuclear family.
http://www.coloribus.com/adsarchive/prints/ideapad-notebook-computers-digit-family-13101005/
29
Cafispiriana we need to talk
This print ad advertises the Cafispiriana advocates
The main context of the advert is printed text message
The dominant family set up is a nuclear family. Apparently, the ad writer communicates messages of social, legal, and financial commitment that family members share.
http://florosdimitris.com/category/print/
30
NSW Rural Fire Service ad
This print ad advertises public commitment of NSW rural fire services in fighting fires
The main context in the advert is a family a nuclear family watching T.V in a burning house
The dominant family set up is a nuclear family. The social message passed in the advert is the protection that a family needs thick and thin times.
http://www.bestadsontv.com/ad/48218/NSW-RFS-Family
31
Trace your DNA
This print ad advertises African Ancestry
The basic context of the ad is family a black family sitting happily.
The dominant family in the advert is an extended family. The advert communicates to the black family on the importance of family cohesion in realizing their roots.
http://s247.photobucket.com/user/AfricanAncestry/media/AA_Print_Campaign_Older_Family.jpg.html
32
American families are the subject of a dangerous experiment
This print ad advertises Safer chemicals coalition campaigns against
The advert depicts the message in the foreground and a young black girl on the background and the further background a man and woman can be seen
The dominant family set up is a nuclear family. This ad communicates on the essentiality of family members protecting each other against hazardous experiments.
http://blog.saferchemicals..html
33
Give our best to your family
This print ad advertises Mc Donald delicacies
The basic context in the advert is a nuclear family having merry while taking McDonald products
The dominant family type is a nuclear family. This advert explains the importance of the family in having common meals together http://www.theburgernerd.com/mcdonalds-commercials/mcdonalds-1970s-family-print-ad/
34
Family Doctor
This print advert advertises the Quebec federation of family doctors
The main context in the advert is a nuclear family all as sleep in one ward
The dominant family is a nuclear family. The ad explains the essentiality of having a common medical cover.
http://www.webdesignfact..html
35
Kalbe Family Rewards
This print advertises the Kalbe Family initiative
The main context of the advert is a nuclear family matching in front
The dominant family is the nuclear family. The ad communicates on the essentiality of having protection covers for a family http://www.behance.net/gallery/KALBE-FAMILY-REWARDS-PRINT-AD-2012-%28KEY-VISUAL%29/8611195
