This tide ad is full of light colors in the start we see the dad sitting down on a couch, the room looks clean and there’s a lot of not “masculine colors” for example, pink and purple. In the ad the dad, says that he does the laundry so that most mean he cleans the house too. His daughter is always wearing the same dress which is not clean and for him t be able to wash it he lets her play sheriff once a week. This ad is not effective in my opinion I don’t see any dads relating to this because its an absurd ad that shows a lot of gender essentialism and in a way makes the dad look like he’s not made for this “women” role. in addition, the masculine imagery is not present for instance the dad seems weak in this ad, he cannot make his own daughter
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For example, the dad in the ad is not conforming to the masculine ideal he is not buff and it’s just a simple white man. However, the way he takes care of his daughter is not sending a good message about what an “expert dad” is the ad focuses on that expert dad phrase and its not living up to its name. for example, the ad shows gender essentialism by the dad only letting his daughter play a guy’s game in order for him to wash her dress. As if there’s something wrong with her playing a game that is “meant” for men. But as long as she is wearing he purple dirty dress nothing matters because she’s conforming to the feminine ideals. Also, the dad not being able to just make her daughter sit down and change into normal clothes, so he can wear the dress does not show a good image about men. In a way its saying men cannot handle little girls because that’s the women’s job. We are in 2018 and this ad is not showing how far we have come regarding the masculinity spectrum. This ad is manipulated the audience by showing that a dad can mean his daughter happy by himself since we see the little girl smile a lot in the commercial. Besides that, I don’t see any other way the ad is tying to sell this product. It is using gender essentialism on how the dad treats the little girl but it’s challenging masculinity ideals by making the dad take care of the home. So, in a way it’s trying to do good representation of men, but the result is not
For example, the dad in the ad is not conforming to the masculine ideal he is not buff and it’s just a simple white man. However, the way he takes care of his daughter is not sending a good message about what an “expert dad” is the ad focuses on that expert dad phrase and its not living up to its name. for example, the ad shows gender essentialism by the dad only letting his daughter play a guy’s game in order for him to wash her dress. As if there’s something wrong with her playing a game that is “meant” for men. But as long as she is wearing he purple dirty dress nothing matters because she’s conforming to the feminine ideals. Also, the dad not being able to just make her daughter sit down and change into normal clothes, so he can wear the dress does not show a good image about men. In a way its saying men cannot handle little girls because that’s the women’s job. We are in 2018 and this ad is not showing how far we have come regarding the masculinity spectrum. This ad is manipulated the audience by showing that a dad can mean his daughter happy by himself since we see the little girl smile a lot in the commercial. Besides that, I don’t see any other way the ad is tying to sell this product. It is using gender essentialism on how the dad treats the little girl but it’s challenging masculinity ideals by making the dad take care of the home. So, in a way it’s trying to do good representation of men, but the result is not