Research Full Article

UDC  316.773.3

Annotation. The article is devoted to the topic of the projective influence of television advertising images on social reality. The relevance of this topic is due to the importance of studying the topic of the family: the demonstrated images of the family are a significant indicator and vector of social transformations that determine the future of the individual, society, and the country. Methodology. The study was implemented by the method of content analysis of family images in Russian television advertising of the noughties of the XX century. Result. It was revealed that most often during this period, images of a nuclear family with few children or a childless family were broadcast. It is determined that in terms of financial status, a significant part of the images represent the middle class, almost every fifth image is the upper class. The image of a hardworking father is minimally presented. Significant difficulties have been recorded in identifying the relationship of leadership in the distribution of responsibilities between a man and a woman in the family. Among the most significant trends, the desire to demonstrate nuclear and low-income families, the image of which is becoming commonplace and often represented by the media, has been identified. Conclusions. The combination of the normality of having few children, the devaluation of traditional ideas about family dignity with a focus on the material values of the middle class reinforces crisis trends in the family as the most important social institution, and leads to an increase in disunity. Conclusions were drawn about the importance of representing the image of a traditional family in the family, since these images influence value orientations.

Keywords: family, image, commercials, media, values, content-analysis.

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