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The family unit is seen as one of the most important groups within a society Researches policy makers media and marketers often portray and define ideal families as the accepted norm in order to achieve a specific purpose for example drawing in a particular consumer Edgell Docka 2007 The purpose of this text analysis essay is to critical review and discuss the discourses and ideologies representation of family within the countdown television advertisements and related academic literature It will particularly focus on the common discourses and ideologies that are represented in relation to the ideal family While secondarily it will continue on to discuss the ideologies surrounding gender roles within the ideal familyThe countdown advertisements of meet the Colemans are representations of the common dominate western societal ideologies of a typical New Zealand family It originally showed a family of four with a dog which then grew unexpectedly into a family of five The advertisement shows the family going through typical New Zealand activities and stressors involved with life for example having a barbeque of the beach grocery shopping and struggling financial over Christmas Progressive 2010 The common ideologies of an ideal family within a western society is the traditional nuclear family this comprises of a married male and female couple and their children who live in the same household Znaniecki 1941 The construct of the ideal family or modern family originated in the eighteenth to mid twentieth century due to the industrialisation era the family was seen as an economic unit that produces and consume goods Lindsay Dempsey 2009 Furthermore due to the industrial era traditional nuclear families have been represented as patriarchal which is a Marxist viewpoint The Marxism theory argues that ideologies behind an ideal family are the results of wider social influences for example economic associations and social division Carl Hillman 2010 The men are considered the
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