Representation of the Image of the Perfect Family in Russian TV Advertising: Consumers' Perception

Student: Polina Valeriya

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The purpose of the paper is to shed light on the predominant image of the family in Russian TV commercials and its’ key features. Furthermore, present research allows getting an insight into consumers' perception of prevalent family images in TV advertising, as well as getting an expert view of the reasons for its dominance on Russian TV and the prospects for the development of family advertising in Russia. Research design is based on both quantitative and qualitative methods and includes a three-step investigation: content analysis, online-survey, and expert interviews. The outcomes of the current investigation may be of use to create TV family images which will evoke a positive emotional response from the audience and will be more effective in terms of marketing and business objectives of the brand.

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