The Japanese Advertising Family

This paper deals with the representation of the family in Japanese TV commercials. Based on empirical research conducted in 2004 and 2005, it argues that Japanese commercials tend to depict the family and its members in highly stereotypical ways. Mothers are almost always shown doing some kind of housework, at times supported by their daughters, preparing for their future role as a mother and wife. In contrast, Japanese fathers tend not to work in the household at all, but are favorably depicted waiting to be served or taking a nap. Sons do not contribute much to running the household either, but instead reproduce the role model of the father. The spheres of the two sexes appear to be almost completely separate. Also, despite the increasing number of elderly people in Japanese society, grandparents are not very frequently shown in the family setting. The aim of this paper is to critically examine the depiction of Japanese family life in TV commercials and to reflect on its influence on commonly held assumptions about the family in Japan.