Fathers Are Tired of Seeing Doofus Dads in Advertising (adweek, industry piece, calls for balance)

dagthegnome · 2018-06-14T04:20:41+00:00

They can appeal to advertisers by saying guys are put off by this trope, but the advertisers won't listen. They're not targeting guys with their advertising. As long as women make up the large majority of consumers and spend the most money on products, ads will always be tailored mainly for them. Even non-feminist women occasionally enjoy the supposedly light-hearted catharsis that comes with being made to feel superior to men, even in a context as petty as a commercial for dish soap.

Traccoon · 2018-06-14T04:09:29+00:00

Part of the reason I went with Netflix was to get away from these type of ads.

thrway_1000 · 2018-06-14T13:45:00+00:00

I think everyone is tired of the stupid dad trope.

Archive -- https://archive.is/lkrus

2018-06-14T04:04:32+00:00

74 percent of millennial fathers feel advertisers and marketers are “out of touch with modern family dynamics,” while 38 percent believe brands do not portray their role as a parent accurately.

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“There’s real change in the air—the role of the modern mother has been reframed, but men have been left behind,” said Ruth Bernstein, co-founder and CEO of Yard NYC. “There’s an opportunity to speak directly to dads, to recognize modern parents share values that feel more equal.”

311chuckba · 2018-06-14T10:33:34+00:00

This has always been an outlet to make fun of men. Men has always just handled it.

2018-06-14T15:12:03+00:00

Boycott mass media... so much politically motivated social engineering at work in the programming and advertising that it's sickening.

Bernienojobtill40 · 2018-06-14T17:53:57+00:00

This started over 40 years ago..

Remember fathers being leaders of the household? Anyone old enough to have watched 50’s television, reruns even?

Went from being leaders or the household, strong family values, etc

Yesterday I seen a guy loose a game of Tic Tac toe to a toaster strudel in a commercial while the “I am smarter than you wife” sat there nodding her head, because it is a known fact men are just fucking stupid.

perplexedm · 2018-06-14T08:22:01+00:00

http://www.foxnews.com/lifestyle/2018/06/13/target-removing-baby-daddy-fathers-day-cards-after-shoppers-call-them-insult.html

mrwhibbley · 2018-06-14T10:28:10+00:00

I think it is still out there but there are more loving dad commercials than ever and the tide is turning.

tenchineuro · 2018-06-14T13:41:26+00:00

“This is a time to let go of tired stereotypes and find more current and enlightening ways to depict and connect with men,” said Wanda Pogue, chief strategy officer at Saatchi & Saatchi New York. “Marketers can do so by focusing on the shared roles men are assuming in running the household.”

So they will now show men as incompetent house husbands, how uplifting.

saltytheseal · 2018-06-15T14:57:41+00:00

I became aware of “Doofus Dads” as a teen. I was a fan of Home Improvement but couldn’t reconcile how Tim could restore cars and run a successful show but was incapable of simple household tasks. And the wife, she was unsupportive and enjoyed pointing out his flaws in front of the children but somehow found time to revel in the lifestyle Tim provided.

There also is the classic commercial where the dad and kid go to get a Christmas tree. The dad is attaching the tree to the roof of the car, and kid is on the phone with mom. The mom is heckling the dad through the kid about knots. And of course the tree flies off the car.

The Doofus was something my dad was not nor did it apply to my uncles or my friends’ fathers. My dad cooked, built barns, repaired engines, installed solar panels, rewired outlets and switches. He did that on top of the 40-60 hours he put in at work.

McGauth925 · 2018-06-15T20:45:54+00:00

I think this is incredibly stupid. Before downvoting, please hear me out.

Feminists keep whining about objectification and other garbage. How lingerie ads promote rape culture. How scantily clad models in music videos feed male sexual entitlement. They whine about portrayals of "strong female protagonists". None of that actually matters. There is no scientific evidence for any of these bullshit feminist claims.

Watching a movie where a woman has her tits out won't make you a rapist, won't make you more disrespectful to women, won't make you anything. Movie-makers make movies that sell. That's all there is to it.

Fiction is not reality. TV ads is not reality. Sitcoms is not reality. Video games is not reality. In fiction, you may portray anyone however you want, and it doesn't affect anything.

Who cares if they portray men as doofuses on TV? It is utterly inconsequential. It's not a good idea for MRAs to start acting like Anita Sarkeesian.

moarkillnao · 2018-06-14T15:45:09+00:00

Can't read full article due ads, anyone here a magician?

McGauth925 · 2018-06-15T21:17:23+00:00

One reads that women do the majority of spending. So, in catering to them, it won't hurt manufacturers who produce such ads to continue them.

jp_mra · 2018-06-14T20:01:52+00:00

As a guy I actually don't mind ads that make fun of men. It's only TV, don't be so serious. We do much more horrible things to men in video games, and we approve, do we not?

My issue is with the double standard. We can't insult women and make them come off as idiots on TV (unless she is really hot, which really is just female jealousy allowing this to happen). We also can't have videogames that brutalize women, and for the few that do it creates an uproar.

Title	Fathers Are Tired of Seeing Doofus Dads in Advertising (adweek, industry piece, calls for balance)
Author	headingtoshore
Upvotes	158
Comments	40
Date	June 14, 2018 4:03 AM UTC (8 years ago)
Subreddit	Posted in /r/MensRights
Original Link	https://old.reddit.com/r/MensRights/comments/8qyvav/fathers_are_tired_of_seeing_doofus_dads_in/
Archive Link	https://theredarchive.com/r/MensRights/fathers-are-tired-of-seeing-doofus-dads-in.899637 https://theredarchive.com/post/899637

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