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The following literature review is designed to explore existing scholarly literature addressing the effect of advertising on marriages in American society. Marriage is an ever-present, ever-evolving social structure, and as such, it is an important topic for sociological research and analysis. Background information about traditional definitions of marriage and contemporary definitions will be discussed in the body of the paper. Gender roles are examined, specifically in terms of household labor distribution, and how the portrayal of gender roles in advertisements is reviewed. The literature points to an evolution of expectations about marriage structure and corresponding gender roles. Advertisements present married couples in gender roles that do not necessarily correspond with contemporary marriages. There is also a general consensus that marriages and long-term partnerships resembling marriages have positive effects on children raised within these unions.