Sixteenth International Conference on New Directions in the Humanities

Abstract

Fatherhood and fathering roles are evolving. Parenting and gendered roles (or not) are a core debate in popular culture today. Nowhere is this more clearly evidenced than in recent Super Bowl and other high profile advertising media. Indeed, in 2015, media critics pointed to Super Bowl father figures as part of an effort by certain brands to showcase the softer, more realistic side of everyday dads versus the old school authoritarian or “doofus dads” of yore. Also, some advertisers and industry professionals contend that an effort to recast modern American fathers in a more realistic vein had already started and continue on as Super Bowls progress through the years. Through an industry and academic literature review as well as a content analysis of 637+ commercials dating back to 1969, this original study contends the paternal communications presented in high-profile advertising moments reflect shifting attitudes toward fathering, gendered parenting roles, and family dynamics. Additionally, broader views of branded parenting communication for today and tomorrow are explored with suggestions for media of the future.