This dissertation conducts a study of advertisements published in Parents and Sons magazine between the years 1968 to 1971. The aim is to discuss how medianarratives helped to constitute some notions and/or representations around certainmodern models of family and infancy. Parents and Sons magazine, a Brazilian familypublication, was launched by Bloch Editors S.A. in September 1968 and circulatedfor over forty years in print. Its birth took place at a time of great economic, socialand political transformations that substantially modified journalistic practices andproductive models of the media in Brazil. The revolution provoked by thecontraceptive pill, the intensification of censorship during the military dictatorship,the explosion of consumption and the technological increase were factors thatimpacted the publishing market, pointing both to a greater distribution and reach ofmedia messages and to the beginning of the process of segmentation in the Brazilianpress. In this sense, having as a theoretical basis the culturalist approach to studieson consumption, this research promotes a reflection on how Parents and Sonsmagazine was constituted as an important publication that, since its early years,helped to sustain the link between consumer culture and modern notions of familyand childhood.