Fathers Are Tired of Seeing Doofus Dads in Advertising

Society benefits from a more nuanced portrayal of fatherhood

Seventy-three percent of survey respondents said a real father knows how to express emotional support to his children. Getty Images

With Father’s Day approaching, there’s currently an abundance of ads showing us what American fathers want most. But, a recent study by MDG Advertising revealed fathers don’t like the way they’re portrayed in marketing, and experts agreed something must be done about it. Fathers want an updated portrayal that better represents their engagement with fatherhood, a move that would have a positive ripple effect across industries and society as a whole, according to the experts.

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@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.