Presentation Schedule
Fatherhood in Focus: a Semiotic and Representational Analysis of TV Commercials in the Asian Context (2003-2019) (92873)
Session: On Demand
Room: Virtual Video Presentation
Presentation Type: Virtual Presentation
This study examines the portrayal of fatherhood in 20 Asian TV commercials aired between 2003 and 2019, employing Semiotic Theory as analytical frameworks. Through qualitative content analysis, the research decodes the visual, textual, and symbolic elements used to construct fatherhood and investigates how these representations reflect or challenge cultural norms and societal expectations in Asia. At the denotative level, commercials often depict fathers as providers, protectors, or mentors. However, connotative analysis reveals a deeper narrative of evolving masculinity, where fathers increasingly embody emotional expressiveness, caregiving roles, and modern values. This duality signifies a shift from traditional patriarchal archetypes toward more nuanced portrayals aligned with socio-economic transformations in the region. Representation theory is further applied to explore power dynamics, cultural ideologies, and the reframing of fatherhood in response to audience expectations and marketing strategies. Findings highlight recurring themes such as sacrifice, authority, and family harmony, underscored by visual symbols like household settings, tools, and family rituals. The analysis also identifies patterns of inclusivity and exclusion, pointing to persistent stereotypes and emerging counter-narratives. This study contributes to the fields of advertising, cultural studies, and gender representation by offering insights into how fatherhood is constructed in media and how these representations influence and are influenced by societal trends. It provides practical implications for advertisers aiming to resonate with diverse Asian audiences while addressing broader academic discussions on gender and cultural identity in media.
Authors:
Ka Yan Chung, The Hong Kong Polytechnic University, Hong Kong
About the Presenter(s)
Ms Fafa Chung is now a project assistant working in the Design and Education Lab, School of Design, Hong Kong Polytechnic University.
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Virtual Presentation
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