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Madison Avenue and fatherhood

With such a grim scenario, advertisers should take a hard and conscious look at how father figures are portrayed in commercials that are aired thousands of times and view by millions, both by adults and children, both domestically and abroad. The portrayal of a good, well-respected father is getting harder to find in today’s societies. The Madison Avenues of the world need to be more respectful of this fundamental challenge. For father may not know best anymore, but an absent father knows least.

Alex Beehler is the Assistant Deputy Under Secretary of Defense (Environment, Safety & Occupational Health) at the United States Department of Defense.

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