Stories about stereotypes

Selling the idea of ‘family’

If we look around us, we see a lot more working women, some single parent families, many grandparents raising children, but advertising is still shying away from reality. So why still this fascination with the stereotypical portrayal of family in advertising when the reality is that life is fast changing? The big question is: does this fascination with old fashioned families in advertising really work?  Women in traditional domestic roles? Joint families? I raise this question in the context of the social break down of the traditional family values, structures and systems that are so visible all around us.  We see modernism ...

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