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Father figures

By Andrea Billups
January 31, 2008

Todd Wasserman knew he had touched a nerve when he saw the enormous number of responses from readers.

As editor of Brandweek, a New York-based magazine that covers the nation's marketing industry, Mr. Wasserman penned a column in November bemoaning the treatment of fathers in advertising.

The dad-as-buffoon and the anti-father imagery seemingly permeated advertising and marketing campaigns, which continually use stereotypes about men to get cheap laughs, he observed. And they are increasingly the norm.

The letters poured in.

"I don't think we ever got so much reaction," said Mr. Wasserman, the father of a 5-month-old. "That fathers are often the butt of ads and accepted as idiots, that was just commonly accepted. But for me, it just seems like a stale target, a safe target for someone trying to get an easy laugh in an ad. The more people I talked to, the more it seemed a lot of people felt that way."

He is not alone in his assessment.

William McKeen, a father of seven from Florida, agrees that dads have taken a bad rap in media. He and wife, Nicole, knowanother familywho keep their young son from watching the popular cartoon "Jimmy Neutron," because of the way it stereotypes fathers and portrays men.

"I think men in general — and fathers in particular — have become the scapegoat for all of society's ills, real and imagined," said Mr. McKeen, who writes about popular culture.

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