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.