Dads in Ads: Representation of Fathers in Hindi TV Commercials

Abstract

Scholarly literature from the field of media studies indicate that commercials are considered as a powerful influence on making and breaking of gendered images which have an impact on real life behaviours of people. A YouTube film on dads in ads, released as part of the Scotland year of the dad programme in 2016, and the work of ORSO to change the mindset of advertisers are new initiatives towards creating images that represent and promote gender equality and present fathers as caring individuals. Within this context, the present paper attempts to see how fathers are represented in Indian Hindi television commercials drawing from a content analysis of 100 commercials that have been aired on Hindi and English movie and entertainment channels and were available on YouTube. Our analysis focusses on the human needs that frame the commercials. Using an expanded template of father’s involvement by Palkovitz (Reconstructing “Involvement”: expanding conceptualization of men's caring in contemporary families. In: Hawkins A, Dollahite D (eds) Generative fathering: beyond deficit perspective. Sage International, New Delhi, pp 200–216, 1997) indicates that fathers engage in a variety of ways with children, but are shown more often, spending time in shared activities, care and practical support, mentoring and ensuring financial security rather than engaging in practical childcare/household activities. Themes in the commercials showing father and child were centred on companionship, care and open communication. Some also show a father’s sternness changing to reconciliation, with an element of humour. We conclude by highlighting the emerging aspects of fathering images.