The Jcpenney: The American Family Model

1051 Words3 Pages
bulb-icon

Recommended: Gender representation in advertising media

The American family model traditionally included the mother and father with two kids, a boy and girl. In this 1950’s family model the husband is seen as the breadwinner while the mother is the homemaker. This model is exemplified in the Battleship advertisement where the father is resting from a hard day’s by work playing a board game with his son. At the same time the mother is doing the days dishes with some help drying from her daughter. Today however, these rigid stereotypical roles are no longer applicable to the members of the modern family. With increases in divorce rates and teen pregnancy combined with the shift in economic roles of the majority of families, the traditional nuclear family is a minority (Wetzel, 1990). The JCPenny …show more content…

There are fashionable furniture and decorations in the room, all of them in gender-neutral colors. The family is well-dressed in soft blues and white. Every face in the ad is adorned with a tremendous smile. The caption in the upper-left corner describes “dad” as cool and a best friend, bike fixer, swim coach, tent builder, and hug giver rolled into one. Or two. The family includes a young daughter and son who appear Hispanic, and their two Caucasian fathers, approximately in their thirties. This stylish clothing advertisement not only sells JCPenney’s clothes, but also challenges the conventional roles and ideas that have been imposed on the American …show more content…

In the ad the homosexual male couple not depict any of the stereotypical gay attributes, besides being overly stylish. The stylishness of their clothing could be ascribed to the fact that the advertisement is in the end for JCPenney’s clothes. In fact, the ad argues against the stereotype of homosexual couples being unfit parents. One of the main arguments made by people who do not want homosexuals to adopt is that the child will not be able to adjust to the change in family structure and will develop psychological problems. There is no research for the basis of their argument and there is even some research refuting their ideas. In the ad it is plain to see that the children are happy and their needs are well met in the ad. This new parenting practice is based on loving parents and happy children. This ad aims towards the hope that society will not have interest in the constitution of a family terms of gender, race, and sexual orientation, but instead have an interest in what really matters to the family’s well-being: happiness, friendship, love, and

Show More
Related

  • Analysis Of The American Family By Stephanie Coontz

    1138 Words  | 3 Pages

    Today 's generation have changed many ways since the beginning of the century. In “The American Family”, Stephanie Coontz discusses many situations that has occurred during the beginning of the 21st century and suggested solutions to solve those issues in the future. For instance, she argued that women are being treated unfairly, family are not discussing their problems openly, and institutions need to change to fit the families’ requirement. In “Complexity of Family Life among the Low-Income and Working Poor” Patricia Hyjer Dyk, argued that women still doesn’t have enough choices, low income families doesn’t have enough jobs, and Government are not helping many families. Dyk’s review of the scholarly research on low-income families support Coontz’ evaluations of the problems faced by 21st century families and the solutions Coontz recommends, like improving women 's lifestyle, discussing problems openly, improving institutions and changing institutions so it can to fit to fulfil families need. .

    Read More

  • Working Women In The 1950s

    731 Words  | 2 Pages

    As gender roles were enhanced, the nuclear family was birthed. This ideal family, mainly portrayed in popular culture, had a working father, homemaking mother, and children. Television shows depicting this type of household, Leave it to Beaver, and I Love Lucy, were not representative of the reality of America. Not all of Americans were white, and not all women were happy living as housewives (Boyer 101). Although most did not fit the mold

    Read More

  • Sociology: Dramatic Changes To the American Family

    1018 Words  | 3 Pages

    Families have changed greatly over the past 60 years, and they continue to become more diverse.

    Read More

  • A Raisin in the Sun and Modern American Families

    714 Words  | 2 Pages

    Many modern families need things; they are hard pressed to make ends meet. Fathers and mothers want to be able to provide a comfortable and privileged life for their children. Just as in real life, Hansberry portrayed the family interactions within the play A Raisin in the Sun with this in mind. The younger family represents any lower-class family in America, not just those of colored descent.

    Read More

  • The American Family Life During The Progressive Era

    529 Words  | 2 Pages

    In June of 1904, as reported in the New York Times: Come on out here, Hattie, and give us a tune, It was “Billy” Snyder, keeper of the elephants in the Zoological Gardens, Central Park, New York, who spoke nonchalantly and in his most ordinary tone of voice, while twenty children craned their necks wondrously across the railing. It was “Hattie” the champion trick elephant of the world and the great pet of the children of New York City. Youngsters surprisingly viewed these otherwise threatening, menacing creatures as friends. It would seem that children developed such a close relationship with the animals that each beast was given their own individual personality and characteristics.

    Read More

  • Media's Portrayal Of Men And Women's Communication Styles

    1538 Words  | 4 Pages

    We see the ways that the popular media uses gender tensions everywhere. The truth is that sex sells, we know that. The challenge that advertisers face is: How to use it best. Some advertisers do this better than others and the ones that truly have an understanding of gender tensions will, in the end, sell the most. In my last paper, I explored how the company Abercrombie and Fitch uses gender tensions to sell their clothes. They have become among the masters in advertising and the business in booming. They cater to young adults and young adults only for one powerful reason: It is at this age in which the sexual tensions between male and female are greatest. Abercrombie and Fitch has found their niche.

    Read More

  • Analysis Of Two American Families

    1612 Words  | 4 Pages

    Beginning in 1992, a man named Bill Moyers has followed the lives of two American families in the film, “Two American Families.” Produced as a documentary, the film covers an 11 year period. The two families shown in the film are the Neumann family and the Stanley family. Both families have multiple children and struggle economically. The main difference between the two is that the Stanleys are African American and the Neumans are white. This leads to the question of whether race was a cause of all their struggles.

    Read More

  • Sociology 111 Midterm

    1328 Words  | 3 Pages

    Talcott Parsons and Robert Bales, two of the leading figures in sociology, may be considered the founding fathers for the ideas of the “modern family” and the “male-breadwinner family.” Collectively, their work has influenced how Americans analyze families and has sparked new ideas regarding the American family from sociologists such as Stephanie Coontz and Arlie Hochschild. However, when studying the American family, Parsons and Bales fail to understand that the “ideal” family may not be so ideal for everyone. They neglect to consider societal influences and economic changes when discussing patriarchal social norms as the most optimal family structure. Their description of the male-breadwinner family consists of the father being the “instrumental leader” within the home, providing economically for his family based on his occupational earnings. Meanwhile, the mother is considered the manager of the household, providing for her husband and children physically, emotionally, and mentally.

    Read More

  • The Future of the American Family

    566 Words  | 2 Pages

    Good morning Mister Speaker and members of Congress. I am before you today to address the issue of the future of the American family. The family is the heart of our society and the backbone of our country’s future. The Government must commit to strengthening family life and recognizing the importance of the ever changing family structure and dynamic. Improvements in the areas of education, health care, and safety are vital for the success of the American family’s future.

    Read More

  • Two American Families Essay

    788 Words  | 2 Pages

    While watching the documentary “Two American Families” there was three aspects I noticed within the two families. The first being how there was a shift in the social class of the families due to economic problems. The second being the role reversal of the male and the female. The third being the effect of the families’ financial instability on the children and their decisions into adulthood.

    Read More

  • T. V Commercials

    1054 Words  | 3 Pages

    By only utilizing dads and their children, the ad specifically targets fathers with kids. The characters appear to be middle-class due to their surroundings and clothing. A toddler and his dad swim in their backyard; however, the setting is casual because there is only a pool near the house’s back door and mismatched outdoor patio furniture present. This displays how the family has enough money to have a pool but do not have anything extravagant, such as a lavish water slide. The pool is close to the back door, which indicates that the backyard is not big. Also, they can afford to furnish their backyard; however, the ill-assorted furniture suggests they do not have that much in order to have a full matching patio set. In another clip, a father and his son are at the park, and the man wears a plain blue t-shirt, while the little boy wears a yellow graphic tee, baggy denim shorts with blue and yellow sandals. Their clothing signifies that they are average, middle class citizens because they do not dress in formal attire, such as button down polo shirts with slacks. T-shirts and denim are comfy and informal apparel. The audience values time with their children. Swimming and going to the park are both time consuming activities. When people swim for leisure, it is at for least thirty minutes, and when people visit the park, they also stay for at least an thirty minutes. Both dads in the video appreciate

    Read More

  • American Apparel Advertisement Analysis: Time To Play

    703 Words  | 2 Pages

    Normally, clothing ads feel inviting and the people in these advertisements seem very happy, and it gives off a very comfortable feeling. In this American Apparel ad, it gives off a cold, dark feeling. This may be due to one’s personal feelings about the advertisement, or the color choices in the ad as well. It feels like one are dazed, confused and do not know exactly what’s going on. Along with this, the American Apparel ad makes some people feel singled out. In most magazine ads selling clothes, the people in said ads look at the viewer, making them feel a part of whatever might have been actually happening in the advertisement. In the other ad, however, one would more than likely take the role of the male, due to the point of view of the picture taken. This states that most people who would look at this ad would be men, so that they would enjoy such an ad. It not only singles out men who may not want to take part in whatever may be going on in the picture, but to women as well. These people who do not want to be involved may feel disgusted by the fact they are forced into this role or feel upset because they feel like they have intruded in on something

    Read More

  • Essay On Gender Stereotypes In Children

    537 Words  | 2 Pages

    Adolescent is essential in understanding gender development. With a society that classifies everything in feminine or masculine. Children are identifying by colors and toys. Girl’s wear pink, play with dolls and have pretend kitchen while, boys wear blue, play with action figures and have pretend guns. These differences are still instilled in young children what is socially acceptable. Some stores have tried to combat the gender stereotype by eliminating toys aisle and instead use a genderless aisle. The removal of gender label removes gender stereotypes. However, gender differences are also evidences in marketing advertised. Stores like Walmart and Toys R US recently, tried to tone down their gender specific children’s marketing. Toys can be representative as way children should be gender identities. For example, females should play with dolls. However, playing with dolls does not naturally portray person as feminine or it proves a girl as female. By

    Read More

  • Analysis Of Modern Family

    1863 Words  | 4 Pages

    The television sitcom Modern Family produced by Steven Levitan and Christopher Lloyd shows the many different types of a modern American family. According to Andrew Hampp, “The show is among the most-viewed scripted programs in prime time in its second season, averaging 11 million viewers during original airings and often ranked as the most DVRed program most weeks” (2). The television show is a frequently watched show and is liked by many viewers. Modern Family's storyline helps the families of viewers by being an influential and relatable show to different types of families. The show is about the lives of three different families that are all related. In the show there are Jay and Gloria, an intergenerational couple with two sons-- Manny (from Gloria’s previous relationship) and Joe, their new baby. Jay’s adult son Cameron is married to his gay partner Mitchell, and they adopted Lily from Vietnam. Finally, Jay’s daughter Claire is married to her heterosexual partner named Phil and they have three children. The show is influential to our culture today because it shows these different types of families and addresses controversial themes such as gay adoption, the different family connections and communications, intergenerational coupling, and acceptance of diversity within an extended family. The family is easy to relate to while watching because it is based off of real family situations.

    Read More

  • Analysis Of Calvin Klein's Advertisement

    997 Words  | 2 Pages

    Calvin Klein is an American fashion house that began in New York, selling high end or high fashion underwear, jeans, fragrances, among others. To the public Calvin Klein has become a highly popular clothing line known for their fashion, youthfulness, and chic and classic styles. CK uses their luring advertisements to entice consumers and persuade them into more buying. The average CK advertisement appears to the public as simply a man and woman posing in an image to promote their product, however the underlying meaning of the advertisement is increasingly overlooked. I claim they are indirectly expressing male and female inequality or insulting the rights of individuals or putting pleasure above what is right or lying to the audience about

    Read More

More about The Jcpenney: The American Family Model

Open Document