Dadvertising (dad + advertising)
“Dadvertising” (dad + advertising) is advertising that features fathers. Sometimes the advertising is aimed at fathers making a purchase for themselves (power tools, for example), sometimes the advertising is aimed at family members making a purchase for a father (such as for Father’s Day), and sometimes the advertising is aimed at fathers making a purchase for other family members (a car for a son or daughter going to college, for example).
“Dadvertising” has been cited in print since at least 2002. The “dadvertising” term was frequently used to described the television advertising for the Super Bowl in February 2015. “DADvertisements: Ads aimed at yo dads” was cited on Twitter on July 21, 2010.
Childrens TV
From Father Fool To A Daddy Cool
Sun Herald
Sunday June 16, 2002
By HOLLY BYRNES
A SURGE in TV commercials celebrating fatherhood is helping put the cool into being a daddy, say advertising experts and family advocates.
The traditional images that portray dads as bumbling buffoons, workaholics or absent parents have been replaced by hands-on fathers enjoying time with their kids.
“Dadvertising” such as the Perpetual Investments ad featuring a dad with his runaway son on a beach, the Huggies nappy-change talked through by cricket commentator Tony Greig and the Holden Commodore driver who turns his kids’ toys into an obstacle course all reflect the fun men are having as parents.
Google Books
Don’t Be Needy Be Succeedy:
The A to Zee of Motivitality©
By L. Spencer
London: Profile Books Ltd.
2008
Pg. 61:
Dadvertising
Advertising using portrayal of dads. No longer are they the strong, authoritative figures of our patriarchal past. Now they are bumbling, insensitive, ignorant oafs who notice nothing, can’t make or mend anything and are lazy.
Twitter
Mike Alfaro
@heyguata
DADvertisements: Ads aimed at yo dads.
12:56 AM - 21 Jul 2010
Mashable
Dadvertising: 10 Most-Shared Ads for Dads on YouTube
BY ALLEGRA TEPPER
JUN 17, 2012
Looking for a special way to wish your dad a happy Father’s Day? These top 10 dadvertisements should do the trick (not to mention sell consumer goods, too).
Our friends at Unruly Media put together this list of the top 10 dad campaigns that are getting serious buzz on the web. Whether your dad is a shoobie or a total rockstar, we think you’ll find a little bit of him in these commercials.
Daily Mail (UK)
The rise of Dadvertising? Barbie building set is the latest toy to target fathers shopping for their daughters
By SADIE WHITELOCKS
PUBLISHED: 10:41 EST, 4 December 2012 | UPDATED: 10:43 EST, 4 December 2012
With more dads doing the family shopping, many toy manufacturers are tailoring products to attract male decision-makers.
The Golden Age of Dadvertising
by Andy Tu, August 15, 2014, 3:33 PM
(...)
There have been some missteps but, by and large, we’re starting to see fathers reflected in media and advertising as engaged, informed and caring participants of the child-rearing process. Dads have banded together, making sure their voices are heard and formed organizations like the Dads 2.0 conference (which is meeting this February in San Francisco), various dads groups, and even the practice and acceptance of the stay-at-home dad is on the rapid rise.
The Root
Dad-Vertising Looks to Rebrand the Image of Dads in Commercials
Fathers are taking over commercials in a good way.
BY: YESHA CALLAHAN
Posted: Jan. 26 2015 11:34 AM
With the Super Bowl—one of the most watched televised sporting events of all time—right around the corner, advertisers and marketers will have a prime spot for getting their products in front of the world’s eyes. Commercials are king during the Super Bowl, and a simple 30-second spot can cost millions of dollars. But what many people are noticing is that more ads are now catering to dads, not only during sporting events but also during daytime and evening TV.
MSNBC
MELISSA HARRIS-PERRY 02/01/15
Is ‘Dadvertising’ just marketing to women?
As advertisers celebrate dads in a big way, are they really trying to reach a wider group of men, or is this just another way to market to women? Dave Zirin, Jill Filipovic, Kavitha Davidson and Chris Valletta weigh in. Duration: 8:08
The Huffington Post
Super Bowl XLIX Was Cool, But It’s The Dadvertising That Really Got Us
By Leigh Weingus
Posted: 02/01/2015 11:23 pm EST Updated: 02/02/2015 11:59 am EST
We knew we’d be entertained by the game and the halftime show at SuperBowl XLIX. We knew we were in for heavily produced (and hilarious) celebrity commercials. But what really stood out was the emotional, grab-the-tissues “dadvertising.” From Toyota to Dove, there was no shortage of commercials depicting dads playing the role of a lifetime—that of a father.