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Familial fictions: families and food, convenience and care

Familial fictions: families and food, convenience and care The purpose of this paper is to explore the way diverse family forms are depicted in recent TV advertisements, and how the ads may be read as an indication of contemporary attitudes to food. It focuses particularly on consumers’ ambivalent attitude towards convenience foods given the way these foods are moralised within a highly gendered discourse of “feeding the family”.Design/methodology/approachThe paper presents a critical reading of the advertisments and their complex meanings for diverse audiences, real and imagined. The latter part of the paper draws on the results of ethnographically-informed fieldwork in the north of England.FindingsThe research highlights the value of food as a lens on contemporary family life. It challenges the conventional distinction between convenience and care, arguing that convenience food can be used as an expression of care.Research limitations/implicationsThe paper makes limited inferences about audiencing processes in the absence of direct empirical evidence.Originality/valueThe paper’s value lies in its original interpretation of TV food advertising within the context of contemporary family life and in the novel connections that are drawn between convenience and care. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Familial fictions: families and food, convenience and care

Jackson, Peter
European Journal of Marketing , Volume 52 (12): 8 – Nov 27, 2018
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References (37)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-11-2017-0882
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to explore the way diverse family forms are depicted in recent TV advertisements, and how the ads may be read as an indication of contemporary attitudes to food. It focuses particularly on consumers’ ambivalent attitude towards convenience foods given the way these foods are moralised within a highly gendered discourse of “feeding the family”.Design/methodology/approachThe paper presents a critical reading of the advertisments and their complex meanings for diverse audiences, real and imagined. The latter part of the paper draws on the results of ethnographically-informed fieldwork in the north of England.FindingsThe research highlights the value of food as a lens on contemporary family life. It challenges the conventional distinction between convenience and care, arguing that convenience food can be used as an expression of care.Research limitations/implicationsThe paper makes limited inferences about audiencing processes in the absence of direct empirical evidence.Originality/valueThe paper’s value lies in its original interpretation of TV food advertising within the context of contemporary family life and in the novel connections that are drawn between convenience and care.

Journal

European Journal of Marketing – Emerald Publishing

Published: Nov 27, 2018

Keywords: Food advertising; Care and caring; Convenience food; Family dynamics

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