The Eternal Family of Four

A father, a mother, a boy and a girl – all bathed in sunshine and happiness either holidaying at a resort, having a little weekend getaway at the park or trying to fit into that perfect family car. Why is this family of four perennially around us? The Curious Case Study tries to unravel the foursome.

The Great Idaho Getaway Campaign by Idaho Tourism. (2011)

An advertisement in its own right is a reflection of what the society is at that given time, and somewhere in its expression, it sneaks in a mirror of aspiration, of what it would like the society to aspire to, slowly trying to convince that the people ‘need’ that particular lifestyle or that particular product. 

A father, a mother, a boy and a girl – all bathed in sunshine and happiness either holidaying at a resort, having a little weekend getaway at the park or trying to fit into that perfect family car. The father is athletic and good-looking (most times!), the mother is fit and seems quite unlikely to be dealing with post partum weight gain, the elder kid is usually a boy and the younger sister is most times (if not always) happily playing with her little dolls. They have sold it all – from cars, to cereal, to travel destinations, to holiday packages. And of course, how can one forget insurance? The one where middle-aged man is playing with his son, and has a vision of his son’s graduation when he sees him playing with a stethoscope; or the daughter getting married when he sees his little girl arranging her doll house. The insurance policies are right there, to scare you and alert you of the possibility that you might fall short just when in need. Prepare, for the future.

The 1946 Vintage Poster for Pennyslvia Railroad Ad

What is it about this four membered gang that the brands find so convincing? 

To reiterate, the ad industry gives a fair amount of validation to what really exists in society at that point. To antagonize this ‘perfect family’ concept, a person to start with will go through various stages – From a single child, to when he has a sibling, to being a part of an assumed four membered family with his mom and dad, to going to school and college, to finding the perfect love, to being the couple that again is a target audience for many brands, to the ‘prospect’ of himself growing a family, exactly like where he came from. This ‘prospect’ attracts a lot of attention. Why is this stage projected to be so important in a person’s life?

The 2011 'Big Day' Weetabix commercial shot by BBH London.
Watch the ad here: https://www.youtube.com/watch?v=uJo9vnvrnss 

The stage of actually having a family, of having two children of your own, and envisioning a future for them, is a dream that a couple shares together. Many couples that we spoke to, liked the idea of balance – one girl and one boy – to be able to experience the joys of both kinds of childhood – to see your girl play with dolls like the mother must have , to see the boy break little cars like the father must have – both identifying the kids with their own passing childhood. Why not less than two? The sibling adds a beautiful company, they say. Why not more than two? It just may get a little too much to handle. And in today’s age, having a family is somewhere more of an economic decision than an emotional one.

Insurance companies both medical and dental vouch
ecstatically for the happy family of four - if you use their policies.

"This family of four, with two little kids, at this particular stage denotes growth, evolution and a certainty of wholesomeness – a wholesomeness that you can achieve if the homemaker takes the right decision."                                    

 

Of course this adage applies to majority, for a personal definition of a complete family may differ for every individual – for some five seems perfect. For some one kid suffices for a lifetime. It all comes down to one’s own definition of family satisfaction.

But lets speak for the majority who conclude to the magic number four – a picture of the family of four somehow depicts the reins of future in the hands of the homemakers – the Moms and Dads. It signifies the brink of aspiration, the future that you were dreaming of when you were single, of being the perfect provider for a family of your own. It signifies a promise for the future. This family of four, with two little kids, at this particular stage denotes growth, evolution and a certainty of wholesomeness – a wholesomeness that you can achieve if the homemaker takes the right decision. Enter, ad gurus.

"No two families are alike." The vintage 1952 ad for American insurance company John Hancock.

The brands love to master and glorify this single aspect of adulthood stage to remind the viewers that it all depends on what decision the viewer takes – the right ones can build the future of their little ones, give them some great memories and pictures; the wrong ones can of course make one look like the regretful old uncle that none of us want to identify with. Of course, with that mirror, the viewers may be convinced at some point to buy those travel plans, that family car, that family cereal and that family holiday – to tell their kids how amazing and thoughtful of a homemaker they are. 

One may not really remember the brand that was marketing the idea, but they certainly sold the ‘idea’ of doing it in the first place to innocent viewers wanting to emulate the ‘perfect family’ ideal. To look like that perfect family of four, bathed in sunshine and happiness, which will only happen after we use those magical happiness-inducing products.

We wonder though, will the kids remember these ‘life-changing’ decisions that we took while he was busy dirtying his little clothes in the murk? Well we can never be quite sure, but of course, we are going to try anyways.

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          Holidays for four, anyone?