<The Gender ADs Project>


Constructions of Marriage



<Background: The institution of heterosexual marriage is commonly presented in a normal context in western society. Even though divorce rates are incredibly high, marriage is touted as a valued if not universal cultural characteristic. Marriage takes many forms in society, but it is presented in limited contexts in advertising. The Ads: What do these ads suggest to us? Why are other forms of marriage and relationships not offered in our popular advertising world? Questions: (1) How is marriage constructed in these ads? What sorts of values are connected to marriage? (2) Why do marriage ads reflect traditional forms of marriage (heterosexual forms)? (3) Are there any signs that non-traditional forms of marriage are being promoted in new ads? >


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<presented by Scott A. Lukas, Ph.D.>