The ideal family concept started from 1980s are canged since there are the family divertities in America. Americans have their own perspectives on defining the ideal family concept. Media also take parts to construct the ideal concept based on their concept. Therefore, i attempt to conduct this research to investigate the construction of ideal family concept in America conducted by advertisement. I analyzes Eternity advertisement series to figure out the way Eternity advertisement series construct the ideal family concept in America from1980s-2000s. The research is a descriptive-qualitative research. The objective of the research is to describe how the images of Eternity advertisement series construct ideal family concept. I apply Semiotic Theory and Socio-Cultural Approach. The source of data is 23 images of Eternity advertisements series obtained from the internet. The researcher finds three concept of ideal family byparticularly defining mother’s role in 1980s. The second is conctruction of ideal family concept by defining father’s role in 1990s. The third is construction of ideal family concept through depiction of gathering and activity done by family of all members in 2000s. Eternity advertisement series shows the concept of traditional family that is nuclear family as the result of constructing the ideal family concept in America from 1980s-2000s. Keywords: Eternity Advertisements, American Family, Family in 1980s-2000s