Putting the New in Nuclear: A Study on Brands' Responses to the Changing Definition of Family

Abstract

This study explores the societal shift in perception of the American family and how this shift is impacting the way family is depicted in media, with an emphasis on the changing roles of fathers and LGBT families. An analysis of the advertising efforts of three brands -- Honey Maid, Dove and Chevrolet -- aims to define success factors of marketing to modern family dynamics. The findings in this study are intended to better the understanding of society's movement away from the traditional nuclear family, and how it is impacting marketing communications and the advertising industry.