Huggies
is an American brand that produces baby care products such as diapers and baby
wipes. The ad campaign presented above by Huggies is targeting fathers in an intended
humorous tone. At first glance and in general it’s a lighthearted ad, the ad
itself isn’t too controversial and isn’t attempting to dive into deep waters.
Yet, the basis of this ad is based on an accumulation of historical and social
norms which create the male stereotype of the “Incompetent dad”. Throughout history
and even nowadays it has been perceived that women are the nurturers taking care
of the kids and running the house, while the men would be out and providing the
financial income for the family. As a result, it was seen that men don’t have
the skills and experience to take care of children, hence it became a comedic
role that the media jumped onto. Why? Well the root of all stereotypes comes
from familiarity, and it would be ignorant to deny that most men would lack the
experience with children. While many men wanted to take more equal
responsibility in caring for children, workplace practices often prevent or
discourage them from taking extended parental leave or from working flexibly. Hence
this would create a rapport or a better connection with the viewers when trying
to make a tv show or endorsing a product. In the case of this add we see the struggling
dad failing to take care of the child and the ad suggests the solution is the
use of their products.
I found the ads you chose very interesting. They are all a part of the same industry, and that was a great decision to make as it allows for a strong analysis, which you have clearly shown above. It is great that you picked up on the humour of these ads, as it would "create a rapport or a better connection with the viewers when trying to make a tv show or endorsing a product", which I completely agree with. It is also very good that you commented on the "accumulation of historical and social norms", as this is a very important aspect to look at while analysing these ads. I also found it intertesting how the second ad portrays a dad that is completely capable of handling the dirty work with a baby, while the first and third ad portray the "male stereotype of the “Incompetent dad”, as you've mentioned. Because of this, I found the ads humourous, yet I think it was a smart technique to use as it can especially relate to the parents who feel this way about cleaning up after their children
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