Wii Follow a Magic Formula

‘Family’ is more than a target market; ideas about how to be a ‘family’ also form the basis of normative messages inherent in many advertising campaigns. Consumption too is embedded within everyday family interactions... [ view full abstract ]

‘Family’ is more than a target market; ideas about how to be a ‘family’ also form the basis of normative messages inherent in many advertising campaigns. Consumption too is embedded within everyday family interactions but is also implicated in a decline in ‘the family’. Extensive consumption of entertainment technology by young people, in particular console gaming, is also implicated in this decline and thought to exacerbate familial tensions. It was against this backdrop that Nintendo developed its Wii console to appeal to all family members. In an effort to investigate these issues, this paper, specifically, explores Nintendo Wii advertising and the normative ‘family’ messages and images employed therein. A consumer ethnography, involving extended periods of immersion with four families living in Ireland forms the basis of this study. Results reveal that Nintendo were successful in promoting an idealised family ideology by following a tried and tested formula, which is recognised by, resonates with and remains uncritically accepted by contemporary families. Conclusions suggest that the perpetuation of this normative family ideology works, and that advertisers have indeed found a magic formula.

Key words: Marketing communications, family, ideology, identity, consumption, ethnography