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Dadvertising : How Realistic Images of Dads Took Over TV Ads (BEFORE (Cold…
Dadvertising : How Realistic Images of Dads Took Over TV Ads
New kind of advertising
2015 Superbowl
Father's role in the American home has changed
BEFORE
Cold
Remote
Unemotional
Clueless about children
Example : Martini
TODAY
Cuddly caregivers
Engaged in family life
Able to cook
Able to care for the kids
Example
Cheerios
Dove Men+Care
Pantene's
Why?
Reflection of reality
N° of fathers who saty at home with the kids has doubled since 1970s
Stand out, play on emotions
Opinion against
Sean Miller
</3 Momvertising/Dadvertising
"A good ad should focus on what's between a person ears, not legs".