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Japanese diaper ad shows mum doing everything, and people are not happy about it

The gender division of parenting roles is STILL all too real, and the internet is not happy about how they are being depicted in this ad.

A Japanese diaper advertisement has just been released which shows a mother struggling through her first few weeks of motherhood, and the baby’s father appears for less than 5 seconds (and that’s being generous).

We see a man’s back at the hospital after the baby is born and then we see him briefly again later in the ad. It reinforces the completely outdated, backwards idea that the father is the breadwinner, and the mother cooks, cleans, and looks after the baby.

According to BuzzFeed, the ad prompted a whole lot of negative responses including:

“Don’t glorify solo child-raising,” and “I felt nauseous.”

The company responsible for the ad, Unicharm, unabashedly reinforces this stereotype and even provides information on their website about how a father typically “leaves for work” at 8 am.

The company have also defended their ad to BuzzFeed, saying that the advertisement was never intended to diminish the role of a father in a child’s life. Unfortunately, though, the reality is that the ad presents the truth of the situation for many families in Japan in 2017.

About the author

Bronte is a media student at the Royal Melbourne Institute of Technology (RMIT). She enjoys music, fitness, and exploring the city.

FAEM (Found At E Minor) is a reader-generated video initiative from Lost At E Minor. From cool tech ideas, to inspiring art, music, travel and more. If you have a video (like this, for instance) you think we should feature, then tell us about it!

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