Zhou Chunfa, Pan Juqiang
School of Cultural Creativity and Communication of Zhejiang Normal University, Jinhua, China
"Single-parent family", "Reorganized family" Become an important part of the American family structure. This article takes Honey Maid's "Not Broken" and Harry's Razor's "A Man Like You" as advertising cases to analyze the creative sources of the two advertisements, the analysis of the advertisements on children in special families, and the impact of the advertisements. Research result shows that, the two advertisements naturally integrate their own products and brand concepts into the focus on social issues due to their deep insights and ingenious creativity, achieving a win-win for marketing effects and social responsibility. However, the role of advertising as a social force is still limited. The problem of children in special families in American society has a long way to go.
American Advertising; Children's Issues; Special Families; Marketing Communications; Social Responsibility
Zhou Chunfa, Pan Juqiang. Special Family’s Children Problem in American Advertising: Case Study of “Not Broken” and “A Man Like You” . Frontiers in Art Research (2021) Vol. 3, Issue 5: 10-14. https://doi.org/10.25236/FAR.2021.030504.
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