Doofus dads: Are we biased against fathers?
Fathers are tired of being portrayed as clueless caregivers. Can you blame them?
Photo by Lisagagne, istock.com
Do dads get a bad rap? Absolutely, says 66 percent of the fathers surveyed in a recent U.S. report.
Turn on the TV and all you see are dads out of their depth. Remember the hapless HUGGIES dads (from the abruptly cancelled "Dad Test" campaign)? Or what about the dummy dads seen on primetime over the years (Married... with Children, Everybody Loves Raymond, Up All Night)? Apparently focus groups would rather see a doofus dad bumble through a diaper change than watch Mr. Mom multi-task his way to parenting Nirvana.
So it's no surprise that many fathers say they're facing an "anti-dad societal bias" where they're expected to behave like Chris Rock and his clueless dad crew in What to Expect When You're Expecting.
But Adweek has good news. In "The Demise of the Doofus Dad in Ads(and Rise of the Superdad)," writer Heather Chaet discusses the changing tide in advertising when it comes to the portrayal of modern-day dads. As more fathers become the primary caregiver at home, marketers are being forced to change their tune to get on side with Mr. Mom. It might be about tapping into dads' growing purchasing power at home, but it comes with a happy side effect: breaking down the doofus dad stereotype.
Clearly it's time to ditch outdated attitudes about dads and parenting. Marketers will play a role in this revolution but the rest of us aren't off the hook. Do you notice when ads belittle dads? Does it bother you when fathers don't get their due? I really hope so, because dads deserve as much respect as, well, the next mom.
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dad2 says ....
As a single parent for both of my kids (two separate mothers)--my son when he was 3 and a bit years old--he is now 41 and my daughter when she was almost 3 when she came to me (she is now 25) I was a single dad when it was virtually unheard of. Many of us who have accepted the responsibility of being a single parent do feel that bias. I guess my question is where is it written that mothers are better parents than fathers? Where does it say that mothers are more compassionate than fathers and are more caring? The public thinks nothing of a single mom walking her son or daughter down the street hand in hand but when I as a single dad did that the looks I got conveyed a suspicion of my motives. I guess some are more equal than others depending on the situation
Tim (not verified) says ....
Being a single dad, these ideas are rather outdated.
I help my kids with homework, ensure they are going to bed well fed, get the to football and hiking and just playing outside, take care of their cuts and scrapes...
What dad doesn't do all those things?
Besides working full-time and doing dishes, vacuuming, cutting grass.
The list goes on and on and on.
Alison JM (not verified) says ....
I agree 100%.