Father roles: The omitted roles in US magazine advertisements from the 1950s-1990s

Abstract

Father roles : The omitted roles in US magazine advertisements from the 1950s-1990s The purpose of the study is to investigate the types of men’s roles in advertising, particularly as father roles, the changes of the father’s roles in advertisements and the advertising components during three periods: before the women’s movements, during the women’s movements and after the women’s movement. The researcher content analyzed 772 advertisements in Time and Good Housekeeping magazines during three periods: the 1950s, the 1970s and the 1990s. The research results revealed that there was not an association between the roles of men (family and non-family roles) and selected time periods. Although men in society share household responsibilities with their wives, the advertisers in those three time periods still try to keep old family role portrayals in magazine advertisements.