Monday, June 09, 2003

I'm familiar with the advertising convention that fathers are portrayed as clueless morons who are saved from their ignorance by their all-knowing wives and children.

Still, is it too much to ask that for Father's Day ads, they not be portrayed this way.

I saw an ad over the weekend for Burlington Coat Factory that made me hit a 9 on the yelling at the TV scale. Your typical clueless dad is standing over the dryer on the cordless phone with his wife pulling out formerly white clothes that he dyed blue by washing them with a blue sock. So, the ad is to buy Dad clothes for Father's Day at the Coat Factory to replace the ones he ruined.

Not out of appreciation for the gift of fatherhood, not as a gift, but to compensate for his cluelessness. Can you imagine a similar ad running for Mother's Day?

Hmmm -- can't imagine why we have a culture where men are reluctant to get married and devote themselves to fatherhood...
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