How Companies Depict Black Fathers in TV Commercials

by Dr. David C. Miller, Ph.D.
Founding Fellow, Moynihan Institute for Fatherhood Research and Policy

Recently, at the barbershop, I was part of an intense impromptu conversation with Black men from their late teens to middle age. The barbershop, a traditional gathering place for Black men, was buzzing with energy, the sound of clippers and the smell of aftershave filling the air. Most of us were glued to the TV, watching Ohio State play Michigan, a fierce rivalry that has divided families over the years.

As a space where Black men often gather and discuss issues that are important to them, the barbershop was particularly relevant to our conversation on media representation and family dynamics. During the halftime break, a seemingly innocuous question from one of the older gentlemen unexpectedly ignited a heated discussion, sometimes leading to raised voices. The conversation became so intense that the barbershop owner had to step in as a referee, maintaining order amidst the fervent debate.

Based on the older gentleman’s initial question, we discussed several aspects of Black fatherhood and media representation, including:

1. How often do you see TV commercials with Black fathers and their children?
2. How are Black fathers represented in TV commercials compared to fathers of other racial groups?
3. What major brands have a track record of using Black fathers to promote products?

A diversity of opinions made the conversation engaging and thought-provoking. Regarding how often we see TV commercials with Black fathers, for example, answers ranged from “rarely” to “occasionally, leading up to Father’s Day.” One man in the barbershop shared his experience seeing a major diaper company running TV advertisements featuring Black fathers a few years ago.

A few men in the shop shared their frustrations about the lack of TV commercials featuring Black families. They expressed concerns about how many primetime TV shows depicted Black fathers, and they felt these portrayals were not representative of their reality. Their frustration was palpable, resonating with many in the shop and highlighting the urgent need for change in media representation.

One of the barbers said, “It seems like the media leads with stories about absent Black fathers, and most of the commercials I see do not include Black fathers, their children, and wives.”

The conversation, while rich, left many unanswered questions related to decision-making among advertisers and the impact that TV commercials have on perpetuating stereotypes about Black fathers.

Want to join the conversation? Here’s an opportunity: On Wednesday, February 5, 2025, from 10 a.m. to 12 p.m., researchers from the Moynihan Institute for Fatherhood Research and Policy will host a critically important webinar: Can You See Me Now? A Closer Examination of Black Fathers in Television Commercials.

A must-attend event for anyone interested in media representation of Black fathers and families, the presentation is based on Moynihan Institute’s qualitative study measuring attitudes and reflections about Black fathers in television commercials. Presenters include Dr. Janice Kelly, Dr. Jeffrey Shears, and myself.

Click here to register.