Fathers Are Tired of Seeing Doofus Dads in Advertising

Society benefits from a more nuanced portrayal of fatherhood

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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.

“This is a time to let go of tired stereotypes and find more current and enlightening ways to depict and connect with men,” said Wanda Pogue, chief strategy officer at Saatchi & Saatchi New York.



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