Description

• Title:
  Commercialization of fatherhood. The relationship of the father with the child against the background of marketing activities
• Creator:
  Janowicz, Kamil;
  Jasielska, Aleksandra
• Description:
  The last decades brought us dynamic changes in patterns of fatherhood. It is related both to expectations toward men, and their daily functioning itself. However, the role of a father is less often commercialized than the role of a mother. In line with that, commercials and marketing activities are less often addressed to fathers than to mothers. This paper is addressed to the potential grounds of this state of affairs, and the description of the new phenomenon – dadvertising. The possible manners of profiling marketing activities including fathers as primary recipients will be presented and discussed concerning findings of studies from the field of family psychology, sociology of the family, and a few existing studies aimed at commercials addressed to fathers. The abovementioned issues will be illustrated by examples of single commercials and marketing campaigns, in which protagonists or recipients were fathers.
• Object availability:
  free access
• Rights:
  Prawa autorskie (c) 2021 Kamil Janowicz, Aleksandra Jasielska
• Date:
  2021.03.15
• Type:
  info:eu-repo/semantics/article;
  info:eu-repo/semantics/publishedVersion;
  Artykuł recenzowany
• Language:
  Polish
• Source:
  Człowiek i Społeczeństwo; Vol. 51 (2021): Closely or distantly? The psychological aspects of interpersonal relations; 79–100;
  Człowiek i Społeczeństwo; Tom 51 (2021): Blisko czy na dystans? Psychologiczne aspekty relacji międzyludzkich; 79–100;
  2956-5243;
  0239-3271
• Format:
  application/pdf
• Publisher:
  Uniwersytet im. Adama Mickiewicza
• Relation: http://pressto.amu.edu.pl/index.php/cis/article/view/28361/25578
• Subject:
  fathering;
  commercialization of parenthood;
  advertising;
  marketing
• Identifier: http://pressto.amu.edu.pl/index.php/cis/article/view/28361
• Data provider:
  Platforma Otwartych Czasopism Naukowych UAM
• Can I use it?:
  seek permission
• Type:
  text