() CONCEPT OF FAMILY: PRESENTATION AND REPRESENTATION OF FAMILY IN COMMERCIALS

Family is the only institution that provides a general and important field in the modern society. The world is becoming more and more individualized yet more communicative and social with the impact of the media. Having both the commonality and privacy, the family setting provides a substructure to perform and practice the first important steps of life for any individual. The fullness of the family members or the lack thereof provide extra settings as to make it more complex; since family gatherings nowadays are becoming more and more impossible. General or individual celebrations of the family provide settings such as Thanksgiving Day, Mothers’ day or Father’s day assisting the protection of certain values in a worldwide platform. These concepts surround the individuals not only in the society and in real life but also in media and virtual reality. Selling directly or indirectly to the family and realizing the importance of the family concept, the media suffers from the traditional sense of family spending time together, doing mass screenings in front of TV set as everyone used to once upon a time. Because, in this type of monitoring, individuals have the chance to reach and activate multiple messages and use other interactive tools. Yet, today's individuals have almost completely abandoned with collective tracking habits, developing and enriching their interests and increasing ownership of technological equipment such as iPad, tablets, computers, cell phones and other equipment. In the meantime, traditional television channels keep on representing the family in different ways sometimes united, sometimes separated or at times contradicting each other. This study focuses on how the concept of family is presented in the media in general terms, and whether such a family structure overlaps with the general community structure. The study focuses on the last five years since television broadcasts and television commercials are thought to have an important role in the way the family reflects the preservation of the existence and value of the family and its appropriation for future generations. The paper provides an analysis of the family types presented in the screen, discusses their representational function and compares and contrasts them with those clusters of the real society