UF College of Journalism and Communications

gainesville-fl

What Florida researchers learned about how new fathers respond to "Dadvertising"

Stay-at-home dads are more common than ever before. Because of fathers’ changing roles in the household, advertisers are shifting how they market their products to this target audience. Advertisements directed toward dads now portray fathers as actively involved in parenting. This form of advertising is commonly referred to as “dadvertising.” To determine how successful dadvertisements...

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