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A Sign of ‘Modern Society’: More Multiracial Families in Commercials A hapless man stands on the sidewalk, watching and wincing as an ex-girlfriend tosses his possessions out a second-floor window in a commercial for DirecTV Now. A husband and wife are overjoyed to learn from a Fidelity investments adviser that, yes, they have saved enough for retirement to realize their fondest dream, one that involves a boat and a grandchild. And a considerably younger couple is delighted with the possibilities presented by the Clearblue ovulation test system. A commercial for the Clearblue ovulation test system.CreditVideo by Clearblue The men and women vary in age, circumstances and happiness levels, but they have one thing in common. They are all part of interracial couples. Recently, companies and brands like JPMorgan Chase, Humira, State Farm, Smile Direct Club, Coors Light, Macy’s, Tide and Cadillac have featured multiracial couples or families in their advertising. “There’s no doubt that the incidence of these commercials is at least double what it was five years ago,” said Larry Chiagouris, a professor of marketing at the Pace University Lubin School of Business. “For the longest time, ads presented the typical American household as Caucasian, heterosexual, two children and two cars in the driveway,” he added. “There’s still a part of the world that’s like that, but there’s a large portion that is nothing like the ‘Father Knows Best’ Americana image. It’s taken the advertising community, and particularly their clients, a long time to come to grips with that.
For the original version including any supplementary images or video, visit https://www.nytimes.com/2018/06/03/business/media/advertising-multiracial-families.html