Like the dad in the ad: Testing a conceptual model for new fathers’ responses to dadvertisements

Abstract

Dadvertising—advertisements that portray dads as active caretakers—is predicted to be particularly relevant to men who are new or first-time fathers. This research tests a conceptual model for understanding the effects of anxiety, wishful identification, and emotional response on new and expectant dads’ empowerment, attitude toward the dadvertisement, and attitude toward the brand. Six hypotheses were tested through a between-groups experimental design utilizing two ad stimuli—one that showed a progressive/nurturing dad and one that showed a hypermasculine/traditional dad. Findings indicate that dadvertisements depicting nurturing fathers were evaluated more positively on emotional responses, wishful identification, and progressive ad perceptions than hypermasculine/traditional portrayals. Increased anxiety was related to less positive emotions toward, and weakness perceptions of, the modern fatherhood ad stimulus, as well as less positive perceptions of, and wishful identification with, the advertisement. Finally, mediation effects were found among positive emotional responses, positive dad perceptions, and wishful identification on dadvertising outcome variables, including more positive attitudes toward the ad, brand, and empowerment. This research contributes to the understanding of consumer responses toward dadvertisements and the differing responses toward the portrayals of fatherhood in ads.

Keywords:

• dadvertisements
• anxiety
• wishful identification
• emotional responses
• empowerment
• advertising attitudes
• brand attitudes

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was supported by a Faculty-Student Collaborative Research Award at the University of Florida.

Notes on contributors

Sophia Mueller

Sophia Mueller is a Ph.D. candidate in the department of Advertising in the College of Journalism and Communications at the University of Florida. She previously completed her Bachelor’s in International Business and Master’s in Business Administration at San Diego State University. Her research explores brand activism and corporate social responsibility in advertising, in addition to the reflection of societal trends in commercial messages, and examines consumer responses toward such communications.

Cynthia R. Morton

Cynthia Morton Padovano is an associate professor of advertising in the College of Journalism and Communications at the University of Florida, Gainesville, Florida. Her expertise examines advertising, message strategy, and message persuasion. These foci are used to explore communication effects on consumer psychology in the context of health communications, cross-cultural advertising, and issue advocacy campaigns. She has worked in the field of advertising as a scholar, educator, consultant, and industry professional for more than 25 years.

Benjamin K. Johnson

Benjamin K. Johnson (PhD, The Ohio State University) is an assistant professor of Advertising at the University of Florida. His research is focused on why and how people select and share messages in new media settings, especially as it relates to psychological processes such as impression management, social comparison, and self-regulation. He is an editor of Media Psychology and is an author of over three dozen peer-reviewed publications in high-profile communication journals.

Bhakti Sharma

Bhakti Sharma is a third-year doctoral student at the University of Florida’s College of Journalism and Communication. She holds an MBA from Symbiosis International University in India and an MA in Mass Communication from the University of Florida. Her research interests lie at the intersection of mindfulness technology, user experience, and the underlying psychological imports. She is also interested in the relationship between various digital and social media and people’s overall well-being. Bhakti has previously worked with multinational advertising agencies such as Lowe Lintas and FCB, India.

Jon D. Morris

Jon D. Morris is Professor Emeritus in the Department of Advertising, College of Journalism and Communications, University of Florida. His research focuses on emotional response to advertising, interpersonal, and marketing communications.