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In today’s society, it is common that families are not as close as they were, and the need to have a family bond is deteriorating with the demanding independent lives that we are living in the 21st century. “It seems that family is playing second fiddle more, as more people are putting their desires and needs before their families.” (Johanee, 2009: p4) This advertisement undoubtedly portrays this, however, this being a negative realistic effect on today’s demanding lifestyle that we live, should not be promoted or made to seem okay in anyway - especially to the younger generation. Similarly how violence, a realistic fact in South Africa, shouldn’t be portrayed though advertisement with a promotional or ‘it’s okay to’ manner.

As violence can enhance an action of murder, pornography can enhance an action of rape, so too can “anti-family” enhance negative effects and outcomes. These include; parent neglect, dysfunctional family life, divorce, emotional damage – lack of support, dire relationships, no moral upbringing, the feeling of being unloved and isolation etc.

Children are an ideal target, simply because they are avid television viewers and have minds like sponges – believing everything that is said. A survey of seven to 12-year-olds in South Africa by the newspaper The Star, shows that they spend an average of two and a half hours in front of their televisions every day. South Africans watch less, while American children are in comparison estimated to consume between four and five hours of television every day. (Johanee, 2009: p2) Food, toys, clothing and record companies already invest millions of rands to win them over. “In the United States, the Consumers’ Union says each child sees 30,000 commercials a year.” (Johanee, 2009: p3)

Most children start watching television before they start attending school. Children’s behaviours shows it; they choose what they consume, insist on their favourite brands and influence their family’s choices. As the saying goes, ‘it takes two to tango’ – it’s not only the parents that can neglect their children, children and teenagers who are made to believe that family life is not of any importance (as illustrated through this advertisement) will not cooperate in any form of family life, or will cooperate less once neglected. 'More than ever, children are making decisions and voicing their desires at an increasingly early age which means advertisers have to be more careful in what they expose,' says Robert Levinson (2010), member of the Family Policy Institute.

Despite the fact that the father forgot who his daughter was – a negative, anti-family matter again, a father showing interest in his daughter is known as Incest. Incest in undoubtedly evident in this advertisement and it can upset the dynamics of the family. In doing so, it will cause a conflict of interest between the normal family role, and the role of lover. Incest is “a sexual relationship between two people who are closely related by blood.” (Daughter, 2010) (Paedophilia itself has nothing to do with incest, although some paedophiles do mo本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。