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1951, Philco, Saturday Evening Post. This advert is intended to convey the connection between television and the family.  Although this advert shows the technological advancement of this television, it is more obvious that this advert gives this television more meaning about the family, and that the advent of television brought about new family relationships and family habits. Goodman (1983) believes that television viewing is a time when family members can interact socially and that family members have a shared experience during television viewing. For example, in some families, watching television is a time for the husband and wife to be physically close, or for other family members to express affection if they would have difficulty doing so at other times. And while watching TV or afterward, family members can discuss the content based on the TV, increasing family communication and intimacy. As illustrated in this Philco advertisement, a couple is happily snuggled up together watching a television program, a scene that looks very heartwarming. This is what Philco is trying to convey. Television can promote better family relationships.

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1950, Magnavox company, Time. Many would argue that the presence of television is destructive to family relationships. But it is not. Morley (1988) believes that television is gradually becoming the center and focus of the new communication environment. Family members can gather to watch television, and chat with other family members or interact during the time. It can be seen that in the picture of this advertisement, family members are gathering together, happily discussing the tennis match played on TV. It is true that television was not always destroying family relationships, and it began to be seen as a focal point for family activities and as a force to keep families together. Sports programming on television can bring families with similar interests together to focus on the same event or program. It can make the family relationship closer. Television can be said to be a technology that promotes the good development of the family relationship.

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Motorola, 1950, Saturday Evening Post. In this advertisement, the advertisers want to highlight the fact that watching television programs together has become a new daily activity for families and that television is no longer considered simply as a substitute for other family activities. TV has more meaning and role, it can mean family reunion. As Spigel (1992) argues that television could bring families back together after wartime interruptions. Especially in 1950, a few years after the end of the world war, people hoped to have a happy and united family life that was not available during the war. As can be seen from the picture in the middle of the advert, there are many different family members in this household, but each generation enjoys the time spent watching TV with their families. And as you can see from the explanation in the text at the top, television brings different meanings to each individual. Television created a new kind of family relationship, affecting each family character differently.

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Motorola, 1950, New York Daily News. The pictures in this advertisement emphasize the word ‘family’, and the ad gives the meaning of TV changing the daily life of family members, making home life happier. The advertisement spends many contents on the different effects that television has on different family members. But the different effects can bring the family together and make them stay at home, attracted by television. Spigel (1992) argues that the new post-war commercial entertainment disrupted the relationship between social and domestic life, and they weaken the distinction between public and private entertainment. Family members, such as males or adolescents, sought entertainment outside the home more after the war. Leisure was increasingly organized outside the home and the traditional model of family authority collapsed. The picture in the advertisement shows the idea that television can be used to keep the husband and children at home together to watch their favorite TV programs. So, advertisers want to see the advent of television as the savior of the traditional family, as it brings members together in the midst of the living room and family members have the time and opportunity to bond together.

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Magnavox, 1950, Saturday Evening Post. This advert shows a husband watching a TV channel on a daily routine. TV is a great way for men in the family to watch sports without having to leave the house. They have plenty of entertainment at home. Just as the research results of Wood (2015) indicated that after the war, family companionship became more and more important. TV programs can bring the public world into the home, which can increase the husband’s sense of family leisure, thereby more staying at home than in places like bars. As can be seen from this advertisement, the man stayed at home to watch sports on TV and interacted with his wife who was doing housework. This is what the advertiser wants to say, that television increases the amount of time a husband spends at home with his wife, leading to a better family relationship or marital relationship.

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1950, Motorola, New York Daily News. The advert may not seem family related, but the advertiser is trying to show customers through this advert that there are many TV channels that are suitable for families to watch together. People can watch TV in their homes together. The advert points out that watching TV programs like sports or opera at home can save the price of going out to watch sports competitions and expensive operas. Families can also see famous sites around the world for free without leaving home. And Wood (2015)'s research shows that sports programs are not only liked by men, but also by housewives. A wife can spend less money with her husband to watch more sports games at home. Family members can enjoy everyone's favorite TV shows more conveniently at home. Advertisers hope to use this advertisement to convince customers that the presence of television has increased entertainment activities when family members are at home, and at the same time, they can enjoy more entertainment items for less money.

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1950, Motorola, New York World Telegram.  This advertisement focuses more on the role of children in family members. Television can not only affect the marriage relationship in family relationships, but also affect the family relationship between children and their parents. From the pictures and text in the advert, watching the TV program is the father's reward for his son's homework completion.  This confirms Lull's (1980) view of the relationship between television and the family, with family members using television purposefully and allowing television to play a central role in their approach. Among the parents' methods, using television to reward children can make it more interesting for children to complete homework. All in all, the advertisement is convincing parents that having a TV at home can have a good effect on their children. It is beneficial to both children and parents. It can solve the problems between parents and children and make the family relationship more harmonious.

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Motorola, 1950, New York Daily News. In family relationships, the role of the housewife is also very important, they spend most of their time and energy on the family. In Wood's (2015) interview, some housewives felt that the existence of TV had affected their daily life. Most televisions need to exist in a poorly lit room in order to see the picture clearly. But the housewife finds it impossible to do housework in a dimly lit room. The reason why housewives are concerned and refuse to accept television is because the environment it requires is too dark and damaging to the eyes.  But in this TV commercial, it invites a leading ophthalmologist to prove that this TV will not harm your eyesight and it will provide sufficient brightness at all times of the day.  These technological advances in television can allay the concerns of some housewives about television technology, making television more acceptable to more housewives and getting more families to buy the television.

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Goodman, I. F. (1983). Television's role in family interaction: A family systems perspective. Journal of family issues, 4(2), pp.405-424.

Lull, J. (1980). Family communication patterns and the social uses of television. Communication Research, 7(3), pp.319-333.

Morley, D. (1988). Family Television: Cultural Power and Domestic Leisure London: Routledge.

Spigel, L. (1992). Make room for TV: Television and the family ideal in postwar America. University of Chicago Press.

Wood, H. (2015). Television—the housewife's choice? The 1949 mass observation television directive, reluctance and revision. Media history, 21(3), pp.342-359.

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Advert 1:  Now Philco True-Focus Pictures!
Advert 2: Magnavox
Advert 3: Motorola TV
Advert 4: How TV Makes Home-Life Happier
Advert 5: Magnavox
Advert 6: How Your TV Set Pays For Itself
Advert 7: How Television Benefits Your Children
Advert 8: The Truth About Your Eyes And Television