Ads with bumbling dads in them have gotten under the toupees of more than a few at-home dads out there, but according to Fox News, gee, you're being kinda sensitive about it, dude, and besides, those ads aren't meant for you, anyway.
The increasingly frequent portrayals of dads in ads--both dope and dopey--is not a way for marketers to reach enlightened men, it's a way to connect with women:
JCPenney's Lyons agreed, saying his company's "When will your mother be home?" commercial [which prompted angry letters about stereotyping from fatherhood organizations] was meant to be light and funny ó and was aimed primarily at women, since about 80 percent of the department store's purchases are made by female buyers.See? Marketers agree that their own commercials aren't perpetuating negative stereotypes. So ladies, you go right ahead and shop your pretty little heads off: it IS what you do best, after all... Oh, and get me a beer.
"It's something men and women can relate to," Lyons said of the ad. "Dad is home taking care of the kids. He may express frustration, but it's done in a lighthearted way. As a father, I could see a little of myself in that spot, taking care of small kids when my wife is away. It's challenging, but you deal with it. When I first saw that spot, I laughed."
Other dad's-in-charge commercials have similar strategies in mind, with the modern and presumably more domestic father as a secondary audience and the lady (and primary purchaser) of the house as the main target. After all, women tend to find men with babies sexy.
"What we're trying to do is appeal to women, that 25-plus audience, [and show] it's safe to leave them on their own," Johnston said. "They might have a few problems but Ö Dad can handle it, and if he's got a Stainmaster carpet in the house, he has a little extra help."
Dads In Charge in New TV Ads [foxnews, thanks to DT reader Stephanie]