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.

摘要

爸爸广告——将爸爸描绘成积极的看护者的广告——预计将与初为人父或初为人父的男性特别相关。本研究测试了一个概念模型，以了解焦虑、一厢情愿的认同和情绪反应对新爸爸和准爸爸的赋权、对爸爸广告的态度以及对品牌的态度的影响。通过使用两种广告刺激的组间实验设计对六个假设进行了检验——一个显示进步/养育的父亲，另一个显示超男性化/传统的父亲。调查结果表明，描绘养育父亲的爸爸广告在情绪反应、一厢情愿的认同和渐进式广告感知方面比超男性化/传统的描绘得到更积极的评价。焦虑的增加与对现代父亲广告刺激的积极情绪和软弱认知，以及对广告的积极认知和一厢情愿认同感的降低有关。最后，在积极的情绪反应、积极的爸爸看法和对爸爸广告结果变量的一厢情愿之间发现了中介效应，包括对广告、品牌和赋权的更积极态度。这项研究有助于了解消费者对爸爸广告的反应，以及对广告中父亲形象的不同反应。积极的爸爸看法，以及对爸爸广告结果变量的一厢情愿的认同，包括对广告、品牌和赋权的更积极态度。这项研究有助于了解消费者对爸爸广告的反应，以及对广告中父亲形象的不同反应。积极的爸爸看法，以及对爸爸广告结果变量的一厢情愿的认同，包括对广告、品牌和赋权的更积极态度。这项研究有助于了解消费者对爸爸广告的反应，以及对广告中父亲形象的不同反应。