Entry 4: The reasons of choosing family value as my topic

Without any doubt, one of the reasons which I choose this family value which examine in advertising is after the lesson given by my lecture, Chiat. After having the lecturers and discussion with her, I decided to choose this topic instead of others topic that I proposed before which are the influence of Kpop and study on digital media versus traditional media.

Before doing any in-depth researches on this family value, I had watched some documentation and TVC and any poster about extended family. The connection is after Chiat showing the on the “Tanishq Wedding Film” which a commercial jewellery advertising. What make this advertising stand out and remind me the previous documentation which I watched?

This popular jewellery brand Tanishq TVC is breaking the social norms and created the storyline based on re-marriage issues instead of showing those stereotype storyline and execution, an Indian’s woman body and fair skin or husband gift wife anniversary present and so on.

In India’s culture, losing a husband and becoming widow can twist many women’s life into begging and destitution. The widow might immediately abandon and ostracized to the ‘village of widows.’ The widows will forfeit everything include her right, her state, her economic, her family. This is because the social will consider them as bad, sinister woman. They even treated as untouchable “object” and can’t expose to the society. They are struggling to survive and their only hope is waiting to death.

So, from this “Tanishq wedding Film”, it reminds me a Singapore’s documentation on revealing and covering this widow issue in India. (Sorry, I couldn’t remember and find out the name of this documentation) From this documentation, it ended up quite touching and shocking fact as this topic is not a common topic which always portrayed, but it reflects the real world. This video raises the attention on the extended family especially the tragic topic, death.

Thus, because of these reasons, I have numerous questions on this family value topic and I hope to have in-depth researches on examining the role of family value (nuclear family and extended family) in advertising. Or, maybe can write and researches on the comparison the family value portrayed between western and eastern. Or, maybe how about the open minded of Asia in this family value topic. Or, maybe how the reaction on the social and audiences on this extended family in advertisement and is it works? How success is it?

The researches will be continued to decide which direction I will go on writing family value and advetrtising.