Ads and Dads: TV Commercials and Contemporary Attitudes Toward Fatherhood

  • Kristi Rowan Humphreys


A man sits in an easy chair in his living room, with a large basket of laundry in front of him. He folds the clothes and says, “Hi. I’m a dad mom.” The words “dad mom” appear on the screen. He continues, “That means while my wife works, I’m at home being awesome. I know there’s a lot of ‘mom moms’ that are out there who look at my unique mixture of masculinity and nurturing, and they find it quite alluring. And I know there’s dads who are out there who are astonished at my ability to dress a four-year-old. But here’s the real kicker: I can take even the frilliest girl dress and fold it with complete accuracy. Boom.” After he folds a girl’s romper and sets it on top of the pile, the word “boom” appears on the screen. “And with Tide Boost, I can use the brute strength of dad to mix with the nurturing abilities of my laundry detergent.” The word “smart” appears on the screen. Dad takes a sip of his coffee and says, “Now if you’ll excuse me, I’m going to go do pull ups and crunches in the other room.” The commercial ends with the tagline, “Tide Boost is my Tide. What’s yours?”


Domestic Labor Domestic Sphere Visual Culture Domestic Space Target Consumer 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Kristi Rowan Humphreys 2016

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  • Kristi Rowan Humphreys

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