The quiet man: advertising discourse and transformative fatherhood in Australian Women’s weekly 1950-2010.

David Marshall, Teresa Davis, Margaret Hogg, Tanja Schneider, Alan Petersen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

This paper looks at how fatherhood, as part of the visual discourse around the family, has been portrayed in commercial print advertising in one popular Australian women’s magazine, Australian Women’s Weekly (AWW) since the 1950’s. It shows how the breadwinner model still persists despite the shift from the less engaged father figure of the 1950’s to a more active father in contemporary print advertising.
Original languageEnglish
Title of host publicationANZMAC Agents for Change.
Subtitle of host publicationConference proceedings
Publication statusUnpublished - 2015
EventANZMAC - Australia, Brisbane, United Kingdom
Duration: 1 Dec 20143 Dec 2014

Conference

ConferenceANZMAC
CountryUnited Kingdom
CityBrisbane
Period1/12/143/12/14

Keywords

  • Fatherhood
  • advertising,
  • discourse analysis
  • family consumption
  • historical analysis

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