Communication Commons^™

Defining Dad: Media Depiction Of The Modern Father In Print Advertising, John Robert Evans

LSU Master's Theses

From an advertising perspective fathers are a highly attractive consumer demographic. In order to market to this audience it is important to understand how fathers are framed. With an increase in the number of fathers identifying themselves as caregivers according to the 2012 census, effective marketers would be well-served if they understood what type of frame applies when fathers are employed vs. stay at home. This analysis used framing theory to determine how message givers use frames within their advertisements to explain which particular aspects of the father are given salience. This study is a content analysis of father frames …