An exploratory study of fatherhood depictions in advertising of child-related products from a male perspective; how it affects buying behaviour and wider related implications
Citation
(2015) An exploratory study of fatherhood
depictions in advertising of child-related
products from a male
perspective; how it affects buying
behaviour and wider related
implications, no. 81.
Abstract
Nature of Research
Fathers are systematically under and misrepresented in the advertising of childrelated
products, the depictions of fathers are disjointed with reality and provoke
great dissatisfaction.
The reasons behind these dissatisfactions and the perceived implications need to be
explored further to gain a better understanding of this matter.
Purpose
The aim of this study is to explore gender portrayals in advertisement from a male
perspective, focusing on men's perceptions of fatherhood representations in
advertisement of child-related products, its implications and its effect on their buying
behaviour. The objectives to achieve this aim are: firstly, to explore the evolution of
gender roles and the concept of the new father; secondly, to examine fatherhood
representations in advertisement, focusing on the advertising of child-related
products. Furthermore, the research seeks to understand men's perceptions of
advertising representations and analyse how advertising depictions may be
connected to their buying behaviour; and, eventually analyse fatherhood depictions
in the general media as well as possible broader implications.
Design/methodology/approach
Qualitative in-depth interviews were conducted with males in different stages of
their relationship with fatherhood: fathers, fathers to be and non-fathers. A total of
ten interviews were conducted. Interviews were the most appropriate choice of
research method in order to put at ease the participants, thereby obtaining more rich
and honest insight on the subject studied.
Findings
Results reveal that fatherhood depictions are not linked to the values that men
recognise as being distinctive of their generation of fathers. Furthermore, the results
also reveal what characteristics would be identifiable in satisfactory representations
of men in advertisement which would have a positive impact in their buying
behaviour, therefore increasing the likelihood of them purchasing the products.
Finally the results reveal that fatherhood representations in the media in general are
extremely negative and damaging for society.
Research Limitations
The first potential limitation recognised is a geographic limitation, taking under
consideration that all participants were based in the Edinburgh area. The second
potential limitation is the education level of participants; all of them were or are
currently in higher education.
Originality/value
The subject area is critically understudied as there is a wide gap in the literature
regarding fatherhood representations in advertisement of child related products and
the possible implications that they may have from a social and a business point of
view.
This research creates a link between the body of knowledge, contributing with
relevant insight and potential future implications.
Keywords
New father, fathers in advertisement, fathers' buying behaviour, fathers in media,
effects of media representations.