Recommended Posts

Why ads paint dads as buffoons

 

Mary Vallis, National Post

 

In commercial after commercial on TV, the image of the modern husband and father is one of the buffoon - trapped in a shed he built without doors, staring blankly at spilled juice, gorging on dog cookies until his ever-capable wife comes to the rescue.

 

Such ads are a mainstay because they work: They make viewers laugh, and they sell. And, also, critics argue, because such stereotyping remains socially acceptable.

 

"WASP men are the greatest target in advertising. The reason I say that is they are the only safe target in advertising," said Terry O'Reilly of Pirate Toronto, a leading audio advertising firm, and host of The Age of Persuasion, a CBC radio show.

 

"When you make fun of a white, Anglo-Saxon male, husband, dad, you don't get a single letter of complaint."

 

In his 30-year career in advertising, Mr. O'Reilly has never received a letter from anybody offended by the gentle fun he pokes at dads.

 

But in an age when fathers are expected to take on a greater role at home -- changing diapers and clipping coupons, while also earning a paycheque -- portrayals of Dad as a bumbling fool are troubling to those who would like to see more equality in the domestic realm.

 

"It's deeply sexist, but what's even more troubling is that it's invisible as a form of sexism," said Dr. Kerry Daly, who runs the Fatherhood Involvement Research Alliance at Guelph University.

 

"They laugh, and it's funny, so there's the licence to laugh without the concern for the impact that it has. And I think it does have a significant impact, in continuing to reinforce negative behaviours associated with fathering and men's behaviour."

 

Fathers' rights advocates have begun boycotting companies that run ads they deem offensive. Since 2004, the Advertising Standards Council of Canada, the advertising industry's regulatory agency, has upheld seven complaints against advertisers accused of treating men unfairly.

 

In one of the cases, a father in Calgary filed a complaint against home-improvement store Rona. The spot showed a female customer lamenting that her husband does not help around the house.

 

A female salesperson responded, "They're all like that, aren't they?" The advertising council deemed the clerk's comment "disparaging" because it implied all husbands are lazy.

 

Such depictions of men frustrate Don Dymond, a fathers' rights activist and chemical engineer in Fort St. John, B.C. One night last January, he sat in front of his television and took notes as he watched how often men were portrayed as "smart," or "dumb" or "neutral." Tallying his notes, he concluded the ads portrayed men as dumb five times more often than women.

 

One of the offenders in his admittedly unscientific survey was Bounty paper towels. In the ad, a man and his son watch spilled liquid seeping towards a rug, as a glass still lays on its side in front of them.

 

As they debate how many paper towel sheets it will take to clean up the spreading mess (three- or four-sheeter?), Mom capably settles the debate, ripping off one sheet of paper towel and walking over to clean up.

 

"Once you open your mind to it, and you sit and you watch every single commercial on TV, anybody would start seeing this," said Mr. Dymond. He fears the effect they will have on his young sons. "What message are we sending out? ... If none of this turns around, what do we think it's going to be like in 20 years?"

 

Alison Thomas, a college professor of sociology in B.C., ponders the same question. Her own husband often cringes when offending ads flash on their television screen.

 

For years, Prof. Thomas has studied the depiction of parental roles in Mother's Day and Father's Day cards.

 

Her research, gleaned from studying hundreds of greeting cards, shows that fathers are typically characterized as flatulent, lazy shirkers who are subordinate to their wives and flounder with household tasks. Mothers, on the other hand, are portrayed as always there, always busy and always right.

 

Such humourous messages could have far-reaching consequences for both genders, Prof. Thomas said.

 

"It reinforces for women and men alike the idea that this really isn't men's normal home turf, that they're not able to be good at it, and therefore, why bother?" Prof. Thomas said.

 

"As a feminist, I find that problematic, because while it appears to be empowering women - saying women are superior, women are supermoms, they can do everything, men can't really do this stuff -- what's the outcome going to be? That women carry on doing it all."

 

National Post

 

[email protected]

http://www.nationalpost.com/most-popular/story.html?id=1714603

 

This article hit the nail on the head. If a company were to make an ad poking fun at a woman for working at a job usually dominated by men, there would be a ton of complaints, lawsuits, etc. But men, and specifically fathers are fair game since they don't tend to complain about such things...

Share this post


Link to post
Share on other sites

Je suis tanné de deux choe en publicité en ce moment, des hommes qui passent pour des cons et des femmes en groupes autour de bouffe (par exemple Doritos, Activia...)

 

La pub Québécoise a toujours été indépendante du reste de l'amérique du nord mais depuis 5 ans, elle fait dur!

Share this post


Link to post
Share on other sites

Il est grand temps que les hommes défendent leur image en publicité. Je suis depuis plusieurs années en accord avec l'essentiel de cet article.

Share this post


Link to post
Share on other sites

Bof, je trouve qu'on chiale pour rien. Il y a une raison pourquoi c'et toujours OK de niaiser les hommes blancs.

 

White men are almost nbever discriminatd against...compared to others, and therefore have somewhat of a head start to succeed. I'm not saying it's OK or that it is acceptable, but that's just the way it is!

Share this post


Link to post
Share on other sites

au moins, dans les pubs de Tim Horton et de Breault & Martineau, TOUT LE MONDE a l'air cave.

Share this post


Link to post
Share on other sites

D'après moi, la solution ne serait pas d'arrêter de rire des hommes, mais plutôt de commencer à rire de tout le monde. Je comprend pas les gens qui sautent au plafond pour une publicité ''offensive''.. .

Share this post


Link to post
Share on other sites

Create an account or sign in to comment

You need to be a member in order to leave a comment

Create an account

Sign up for a new account in our community. It's easy!

Register a new account

Sign in

Already have an account? Sign in here.

Sign In Now
Sign in to follow this  

  • Similar Content

    • By IluvMTL
      Forage ce matin sur le terrain vacant à côté des Délices d'Amandine.

    • By _mtler_
      http://www.pelletierdefontenay.com/index/#/hme2-1/
      Aout 2017
      Proposition finaliste pour un nouvel hotel particulier dans le Mile-end. L'hotel comprenait quarante chambres, un restaurant, un cafe/bar, une galerie d'art, un club privé, une piscine et terrasse au toit.
      Date : 2017
      Client : privé
      Budget : NA
      Phase : Concours - finaliste
      Images : Pelletier de Fontenay
       

    • By GDS
      Tour Peel

      Looks to be 2025 Peel
    • By Marc90
      J,ai cherché partout sur le forum mais je ne crois pas que ce projet n'ait jamais été posté, mais il est presque complété déjà!
      C'est le projet Le Marché, au 7130 Casgrain, dans Rosemont-la-Petite-Patrie, plus précisément la Petite-Italie
      4 étages + Mezzanine
      Commerces au RDC, logements aux étages. 

      C'est une belle addition aux abords du Marché Jean-Talon et ça risque de beaucoup aider le volet commercial de sa portion Ouest, sur Casgrain, où se trouvait autrefois le Staburcks en diagonale. Ça permet aussi d'offrir une belle perspective depuis la Place-du-Marché-du-Nord, et depuis la nouvelle place Shamrock face à Première Moisson. 

      Autant j'adore le Marché Jean-Talon, autant je trouve que ses rues limitrophes manquent vraiment d'amour et d'animation. Henri-Julien avec ses fonds de cour en vieilles clôtures frost, et Casgrain avec le côté aveugle du Mondoux, les aberrants parkings extérieurs du marché et l'ancienne clinique d'inspection des viandres qui tombe en ruine... heureusement, il semble y avoir une volonté d'améliorer les choses avec le nouvel aménagement de Shamrock que je trouve très réussi en général! 


    • By UrbMtl
      Sur Facebook, la firme ACDF dévoile un projet montréalais sans détail. À suivre. Je laisse le fil dans Proposition en attendant les détails.
      Avec cette hauteur, on peut prédire Griffintown. Des idées?