ABSTRACT

The present paper aims to identify the main features of the representations of family in current Romanian advertising, from a comparative perspective of advertisers and consumers. The theoretical overview, from a historical-anthropological point of view on the Romanian family, to the contemporary trends in the family structure on a national and international level, is followed by a secondary analysis of statistical data regarding the current situation of family in Romania, in the European context. Subsequently, the paper focuses on an empirical research, based on a qualitative approach carried out through interviews with both advertisers and consumers from four generations – Z, Y, X and Baby Boomers, in order not only to identify and analyze the representations of family in Romanian advertisements, but also to discuss their implications for the wider understanding of the role of advertising in shaping cultural images of the family, and even in reconfiguring traditional meanings of family.

Keywords: family representation, advertising, Romania, family structure, consumers.

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