On-Screen Inclusivity: Analyzing the Concepts of Family in Three German Advertisements
- 10.2991/assehr.k.211110.031How to use a DOI?
- Diversity; Inclusivity; TV Advertisement; Family
Cultural and social changes in an increasingly tolerant and progressive German society allow minority families to emerge in the community. Companies use the relatively new family diversity issue to create advertisements with this theme to create an original advertisement. Besides, many companies wish to make a statement that they uphold diversity by showing inclusive advertisements on family concepts’ diversity. Among these advertisements, three German advertisements raise the theme of family diversity, namely Bärenmarke: Nichts geht über Familie (2019), Telekom: Für alle die Familie sind (2017) and McDonald’s wünscht allen Familien einen frohen Family Day (2019). In this study, the author used a descriptive method and four variables of family concepts based on Family Report (2017) to find out each ad’s strategies in providing space for various family concepts to package an inclusive ad. The result is that despite applying different strategies, all advertisements try to embrace inclusiveness value in portraying family.
- © 2021 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Panji Pramono Aji AU - Lisda Liyanti PY - 2021 DA - 2021/11/21 TI - On-Screen Inclusivity: Analyzing the Concepts of Family in Three German Advertisements BT - Proceedings of the International University Symposium on Humanities and Arts 2020 (INUSHARTS 2020) PB - Atlantis Press SP - 206 EP - 212 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.211110.031 DO - 10.2991/assehr.k.211110.031 ID - Aji2021 ER -