Dadvertising vs. traditional masculinity in advertising - an empirical investigation

Abstract

The role of gender has changed in recent years. Dadvertising is a non-traditional masculine advertisement representing fathers as a caregiver. The study examined the product involvement, attitude towards the ad, and emotional response between a traditional masculine and non-traditional advertising. Three hypotheses have been tested with a sample of 328 participants. The results showed that product involvement is higher when the ad rating is higher. However, the attitude towards traditional masculine advertisements was significant, whereas dadvertising was insignificant. Nonetheless, dadvertising was perceived as significantly more loving and trustful than traditional masculine advertisements