Ads aimed at dads: Exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

Stacey Baxter, Alicia Kulczynski, Jasmina Ilicic

Research output: Contribution to journalArticleResearchpeer-review

12 Citations (Scopus)


Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.

Original languageEnglish
Pages (from-to)970-982
Number of pages13
JournalInternational Journal of Advertising
Issue number6
Publication statusPublished - 1 Jan 2016


  • Advertising
  • Experiment
  • Gender role ideology
  • Male caregivers

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