The 21st century dad - no time for old stereotypes

Hey Nathan - thanks for your note. I guess the most appropriate response to your comment would be "sad but true". That's why a paradigm shift is needed ... I can't believe that men (in general) put up with this. We are being stereotyped into dumb consumers who can be defined by an interest in sport, cars and work. What a sad existence. This has got to change and it starts with us. We need to BE the change we want to see.

-Stef

Television exists to sell advertising. Women make over 90% of the household purchasing decisions. Watch "manly" programming like sports, and you'll see commercials for life insurance, cars, and brokerages. Vendors of soap and diapers know that they need programs that make women out to be heroes and geniuses. Advertisers of household products like negative masculine stereotypes because they are flattering to their customers - women.

Thnx for your nice posting.As a single dad I struggle against stereotypes all the time. If the media depicted dads in a different, more positive light, it would help ordinary people be more accepting of involved dads.Whenever I have the TV on, I now change channels as soon as any misandrist message comes through - and stay away until the next program is due.

The 21st century father is doting, focused, well-informed and just as in control as mom, if he so chooses, as I do and so many other fathers I know.

Let's face it, marketing agencies serve up a load of dross at the best of times - just look at the tired, juvenile adverts we have to put up with on TV
totally agree

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You're right on the mark, here. The media needs to change the dad image that gets portrayed. A lot of dads these days know what they're doing. As a single dad I struggle against stereotypes all the time. If the media depicted dads in a different, more positive light, it would help ordinary people be more accepting of involved dads, and scratch their heads when they see the old-fashioned oafs. Dads are evolving, society needs to evolve with us.

Couldn't agree more. The 21st century father is doting, focused, well-informed and just as in control as mom, if he so chooses, as I do and so many other fathers I know. I hadn't really thought about the issue you raise as an indictment of all us until just now. Thanks for the insight and the perspective.

Don't worry about the ads. It hits closer to home when you hear your partners girlfriends being so amazed with how you stay at home and look after your child, as though they thought no male could.

(although... I love hearing it too lol)

To my Nana (back in the States):

Thanks for your comment, I guess. If I am arrested, you will be my first call (for bail money).

This company should hire you, as your explanation for this ridiculous ad is much better spin than its Marketing Manager could muster.

Here is part of her response:

"It was not our intention for the man in the ad represents the child's father, in fact it aims to portray this person as lacking parental skills, so would clearly not be a parent. The intention was for the man to be a family friend, older brother, cousin, uncle, etc who may therefore be uncomfortable with, and inexperienced in changing nappies.

...

The fact we felt comfortable enough to run this ad would suggest that we believe men and women were comfortable enough in the ability of fathers parenting skills, and able to enjoy a satirical play on those who aren't fathers and are uncomfortable with something as simple as changing a nappy."

This is the biggest bunch of nonsensical rubbish I have ever read.

Brandon, I do not see that the same as you see it (surprised?). To me it means you do not have to use a dishtowel if you run out of diapers at night because the Mall is open and you can get the diapers there!
Sure hope you dont get put in jail there as it may be hard to get out!!!!

Brandon,

Your comment is so NOT excessive. It's time more of us did exactly what you have, and some.

Whenever I have the TV on, I now change channels as soon as any misandrist message comes through - and stay away until the next program is due.

My point is that I don't want any advertising messages screened in the same time-slot getting into my household (I think companies would rather be complained about than completely ignored).

hear hear to all above, i am also sick and tired of all those dummy daddy adds out there...when will marketing gurus finally get the point that by playing one gender of on the other they must loose sales within the minority...stop making arses of men...boycot all that offends you!!!

viva la revolucion!!

Thanks for raising this issue. It's concerned me for a long time; ever since those "Silly Daddy" ads for margarine perpetuated the stereotype that Dads were dopes. It's hard to imagine a Silly Mummy ad getting to air these days, protected as they are by political correctness - and a good thing too.

There are few Dads I know who don't step up to the crease in terms of their roles as Dads, and meal makers, and house cleaners ... so why do the agencies still shop those sloppy lines of lazy copy playing on irrelevant and incorrect social mores. It's a blow in the face of all those Dad's sweating their guts out at home to do their bit.

Go for it Brandon - I too get sick of old-fashioned attitudes to male parenting. My wife and I (despite running a business) are both fully involved with the care of our daughter and virtually all of our parent friends are the same.

Let's face it, marketing agencies serve up a load of dross at the best of times - just look at the tired, juvenile adverts we have to put up with on TV. These frequently show Mum only, typically getting really excited by some inane household product.

Hey, I have had a few E-mail battles with different places over ads. One was with a big ""Parenting"" site that ran an ad in a ""Parenting"" mag. The ad was to thank "mums" for using its site to helped it gain an award. There line was "mums still know best". As I and other men use the site, I asked then about it. They said it's just words and everyone knows when they say mum, they mean mum and dad. The next time the mag came out the ad was changed. That may have something to do with me saying I was going to send it to the Advertising Standards Authority.
If we keep at these people, they may start to think about what they are putting out for everyone to see.

Hey Brandon - I couldn't agree more ... the outdated image that still seems to be floating around in people's heads - and particularly marketing people's heads is stupid and it needs to go. I thought I was going to spend the best part of fathers day this year on eBay trying to flick off all those wonderful gifts I'm supposed to be enjoying as a dad. Like old wartime movies and the complete series of Top Gear. Yeah right. Actually come to think of it most marketing material that is supposed to appeal to men sucks ... like when are they going to stop trying to sell me razors by linking them to jet fighters???