Monday, June 18, 2012

The end of the stupid family man?

By Donald Sensing

The scorn and disdain of which Hollywood and the entertainment industry had held the family man may be finally coming to an end. Though the trope still has a long way to do before it's buried, as Glenn points out,

... with the number of stay-at-home dads doubling over the last decade, their purchasing power will influence advertisers. When women did all the shopping, it was easy to diss men.
We can see this evolution even in the ads of the same company - pcmatic.com. Exhibit A - remember this ad of the helpless, frustrated husband whose independent, assertive wife saves him from his own stupidity?



Whether the company got a lot of protests I don't know, but the present ad featuring the same character morphs him into a wise, mentoring dad who patiently helps his daughter.



Is this the harbinger of a new trend? Slate thinks so.

Update: They didn't stop there.



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