Do SUV ads re ect reality?

Introduction

Do SUV ads re ect reality? Despite the fact that the most common family structure in Australia is a couple with no children or a couple with dependent children (Australian Bureau of Statistics, 2010c), marketing messages continue to feature what is seen as the ‘typical’ family structure with a father, a mother, and 2.5 children. This type of family is still an image dominant in advertising campaigns, particularly for products that are considered as a ‘family’ purchase, such as a car. In the SUV market, for instance, most ads would show a mother and father in the front seats, and at least two children in the rear seats. It would be unusual to see an ad with only one child in the car. It would also not be common to see ethnic diversity, such as an Asian family. The television ads for the Ford Territory are a good example of how the concept of ‘family’ is used to communicate the key attributes of the product to consumers. In an ad entitled ‘Thousands of possibilities. One Territory’ Ford uses numerous short scenes of family life to illustrate the range of activities that can be enjoyed by the buyer of its vehicle; see . Almost all scenes include children, and frequently either babies or toddlers. There is also a distinctly ‘Australian’ feel to the scenes, with the outdoors and the beach dominating.

1 Consider some of the recent changes in the Australian population that are outlined in this chapter. Do you think that this should change the way that advertisers portray a ‘typical’ family in commercials?

If we consider data from 2016 census as compared to 2011 Census there is a noteworthy increase of 1 million families. In 2011 couple families were more prominent, with or without children their proportion was up to 60% of the population and search families with either one or two children also called as intact families most common type of family, around 90%. but if we see the trend in 2016 then one person families have become more prominent and due to many social logical set as increasing divorce rates, dependent families with grandparents or without grandparents, same sex couples and their dependent children the diversity in Australian families has changed to a larger extent with the changing world scenario. Therefore the conceptualized family household has faced the changes within its social norms. Not only the advertisers but also the social policies and national agendas should now reflect these changes to welcome the changes in the social institution. otherwise advertisements which are they large impact maker and a form of media to bring effective change will fail to do so.

2 Do you think that companies that still continue to feature the ‘typical’ family in their ads are at a disadvantage?

The companies that continue to feature a typical family in the advertisements do not a disadvantage also do not depict a progressive society and therefore will not be able to attract the largest amount of population which does not fit in the four corners of this typical family. Therefore to set an example these companies should come up with new ideas also create more acceptance of changes amongst the society.

4 Do you think of a type or style of car that would not use a family-oriented image or message in its ads. For example, what types of people would marketers use in a television commercial for a sports car

a typical car which suits family needs is very basic and does not have much premium features as it has to serve the needs of the whole family but a car with certain premium features which makes it stand out such as sports car or a car oriented towards the youngsters, which is sturdy and classy and can be used for long drives and adventure will be a new chase for the people.This car will suit any categories such as single parents, youngsters, same sex couples,etc