The Analysis Of Familial Images In Rejoice Chinese TV Commercials

Family is the basic segments of our society; it is also the most intimate group.Our family structure, family function and the membership are all changing by theimpact of rapid social change and social policy. The mass media show the image ofthe family through a variety of ways, the TV is the best media to performance thefamily power by its unique advantages. TV commercials in addition to selling goods,but also reflect social reality, it’s such a charm to make a successful family storyconcentrated to30seconds,15seconds or even less. Daily consumer goods andfamily life is closely linked to the needs of its television advertising with the demandsof family image. Selecting Rejoice brand as the object of study is able to observe avariety of family image and the social changes.Family structure and the membership are the two factors of family change.Family structure in the advertising covers the single family, couple family andnuclear family. The single-family is accounted as the most important. Independent andself-confidence female members, even exceeded men, attracting mates tightly, thenlove to germination. Wife in the couple family with a variety of charm, they are smartand caring husband, and respected by the man. Rejoice ads show the complete nuclearfamily image, and child-centered, the maternal love is obvious.Memberships in the Rejoice TV ads are the father-child relationship,mother-child relationships, partner relationships and friendships. The partnership isthe most important one. Rejoice TV commercials comprehensive show a heterosexualcouple from unfamiliar to familiar, from fall in love to enter the marriage. Frequentmother-child interaction in the parent-child relationship, and more intimate comparedto the father-child relationship, the mother is the child’s caregiver. Friendship changesover time.Rejoice TV ads in the absence of the compound family structure are inconsistentwith China reality, showing the interaction between the grandparent and grandchildmembers in the ads is closer to real life. Apart from the emotional function andentertainment function, presenting other family functions can enhance the expressivepower of the advertising. Analysis the familial images in Rejoice TV commercials areto demonstrate the significance of the family changes, bringing a variety of inspiration.The ads highlight the Western culture, it is urgent to strengthen Chinese familyelements and local characteristics.