How is family represented in the film?

Family is represented in a very positive manner, as there is clear evidence of close-knit emotional ties between each member of the family for example the holding of hands together to assemble a seatbelt for the father. Another example of this is when the father looks to his side and sees his family smiling back at him, this further suggests that the family is very close to each other and care for each other. This particular family also show strong team cohesion, as the family members resemble a seat belt saving the father. The nuclear family is generally defined as a family group made up of only a father, mother and children. Although most people tend to think that this particular family structure has always been the dominant one, that is not the case.

According to Perkin’s stereotype theory, some stereotypes are positive and true such as was shown in this advert. The family is Caucasian and on TV, they are shown as powerful and strong because of their status in society. The advert follows up on this stereotype by showing that they live in a cosy home setting, they are wearing nice clothes and are happy which is what the director intended to do.  There is a contrasting stereotype to a white family and a black family as they are typically shown to be more successful than black families. Black people are usually shown to be criminals or involved in some sort of violence or crime on TV and that is a negative stereotype, which is supported by Levi-Strauss’s theory of representations and ideology that representations in the media are informed by ideology and the set of beliefs and values held by the producer of the text. Some things are included and others are left out to create a dominant or preferred representation.

Overall, the family is given a very positive view, it’s very clear that they have close emotional connections which each other by reassembling a seatbelt to save the father from crashing. Another evidence for the positive and strong view is when the father looks to the side as he’s driving and smiles at them and they smile back, this shows that families should have strong ties and be one because they are stronger like that. There are no signs of the family crumbling or being in a weak state because of the strong bond they made together. The positive stereotype set out by the author of this advert follows up on Perkin’s theory of positive stereotypes as she says that some stereotypes can be positive and are often true and an example of this is that a Caucasian middle-class family are a strong and closely knitted family and are in a strong financial position. This is also supported by Levi-Strauss’s theory of stereotypes that representations in the media are informed by ideology set by beliefs and values held by the producer and author of the text. Change is a part of life. Death is emphasised here in this advert and the strong tagline of “Embrace life” is outlined and it’s what this family would have to adjust to if they hadn’t saved him.

There is also challenges to the strong view and stereotype of genders as the father is usually the strong spearhead figure of the family however this time he needs the help of his wife and his daughter and they’re both obviously females. Although the main stereotype here is that there is strong family harmony, the main stereotype of woman that they are child bearers and the man’s companion is challenged here as the male (the father) is in the venerable position here and is requiring the assistance of his wife and daughter.