Document Type
Conference Proceeding
Conference Track
Sales Promotion/ Retailing
Publication Date
2019
Abstract
The purpose of this paper is to demonstrate the extent to which the portrayal of family in children's advertising and programming reflects changes in family structure in the U.S. Just as realistic representations of gender roles in advertising and the media have slowly become more common as gender roles have changed in society, so too should realistic representations of families become more mainstream in advertising and the media as the definition of family changes in society. The issue is especially important in the realm of children's advertising given children’s extensive television viewing. Children’s high exposure to media and advertising exposes them to stereotyped gender roles, which can influence their attitudes toward and perceptions of gender, so it is reasonable to suppose that media exposure may impact children’s perceptions of family definition, identity, and roles. This study seeks to understand how family is portrayed through two content analyses of advertising and programming targeted to children.
Copyright Statement / License for Reuse
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Recommended Citation
Harvey, Elise Johansen, "Does Media Mirror Reality? A Content Analysis of Family Portrayal in Children's Advertising and Programming" (2019). Association of Marketing Theory and Practice Proceedings 2019. 63.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2019/63
About the Authors
Elise Johansen Harvey earned her PhD in Marketing at the University of Nebraska-Lincoln in Lincoln, Nebraska and is currently an Assistant Professor of Marketing and Director of the Start:ME Northside Microbusiness Accelerator at the University of South Carolina Upstate in Spartanburg, South Carolina.