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April 17, 2009

Who looks worse in commercials -- mom, or dad?


Guest Dad and blogging columnist Andy Ratner wonders today about those cell-phone-minute commercials that make moms -- but, he argues, more frequently dads -- look bad.

Here's Andy:

There is plenty of trash on television, but nothing on the screen sets my wife's teeth gnashing as much as the AT&T commercials that portray a mom as a nag about "rollover" minutes. Worse, they depict her as the butt of disrespect and ridicule from her teen sons and husband.
Unfortunately on the wide screen, the son's smirk measures about 30 inches across. And with the HD picture, you just want to get off the couch and slap him.
My wife isn’t alone. Several bloggers have dumped on the ads. One described the central character as seeming like a "psychotic mother obsessed with unused minutes ... and mental breakdowns brought on by an unloving marriage, general unhappiness with her shallow, materialistic lifestyle and realization that her sons are cardboard cutouts of what the adult world believes teenagers stand for.
" I agree that AT&T mom comes off as the silly scold, but I thought what was particularly striking is that moms are rarely depicted poorly on TV -- not nearly as much as fathers are. The dads portrayed in other mobile phone commercials alone range from the desperate (T-Mobile ad in which apparent single dad is intrigued that someone’s grandmother referred to him as "super delicious") to the lecherous (another creepy T-Mobile spot in which a little boy tells his dad, in front of the mom, that the new phone plan could allow him to call "the woman at my soccer games you’re always staring at.")
In fact, dads as sloths and idiots are the central plotlines for several hit shows like Two and a Half Men and Family Guy. (Perhaps the best mom-dad portrayal on television is NBC’s Medium, in which Patricia Arquette and Jake Weber come off as supportive, dutiful parents despite the fact that she sees dead people.)
Maybe I’m not as attuned to the demeaning mom depictions, but the last admirable father character on TV, including the commercials, might have been Bill Cosby.

Posted by Kate Shatzkin at 6:16 AM | | Comments (5)
Categories: Television
        

Comments

The reality is that, in broad comedy terms, men--especially middle-aged white men--are the last group which you're allowed--nay, downright encouraged--to insult and mock. Every other group--women, minorities, mothers, ethnic groups, etc.--enjoys the "protection" of advocacy groups, "political correctness," etc.

I think people are taking these commercials way too seriously. They're funny and the truth of the matter is that most moms and dads are frazzled and stressed and somewhat clueless (or appear to be, anyway). If a parent has a good relationship with their kid, what does it matter how moms and dads are portrayed in commercials? I don't see anyone getting upset that teenage boys are portrayed as jocks or geeks and teenage girls are portrayed as talkative shopaholics. Stereotypes exist for a reason and these cell phone ads are very funny. Please find something else to invest your time and energy in being upset over.

Would that we all had extra minutes.

I also agree with Lindsay Bowlin. If this is to portray the thought that moms are crazy over rollover minutes, it is just a comedic way of showing it. The fact that they use the minutes as an object, and to show the teenage boy trying to give them away/sell them shows how the average family is. I think the commercial is hilarious, along with the other at&t commercials containing the same characters. People these days are thinking way too far into things like this. It's time to let go and just enjoy it. Stop trying to find a way to ridicule one another, it's exhausting. You wonder why your children act that way.

Hi,

I have been trying to find a copy of the" lecherous (another creepy T-Mobile spot in which a little boy tells his dad, in front of the mom, that the new phone plan could allow him to call "the woman at my soccer games you’re always staring at.")" on the web, no luck on youtube, or anywhere

I am writing a paper about gender roles and advertising, and this one, as you stated is particularly gross.

Do you have a copy of it?

thanks!
M

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About Kate Shatzkin
Kate Shatzkin is the parenting and families content editor at The Baltimore Sun and, before that, was its family beat reporter. But her most challenging and rewarding job is being mother to Leah, 8, and Sam, 6.

In her 14 years at The Baltimore Sun, Kate also has covered nonprofit organizations, prisons and courts, and has written several investigative series. She was previously a Knight journalism fellow at Yale Law School and a reporter at the Seattle Times and at the Patriot-Ledger of Quincy, Mass. She lives in Baltimore with her family.

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