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Wednesday, June 16, 1999 THE OAKVILLE BEAVER C1 Show Dad You Love Him This Fathers Day Make room for (the new) Daddy The traditional Father's Day cards might tease dad about his balding head, depict such "manly" images as boats and golf clubs, or portray him as a lovable Homer Simpsonesque buf­foon. These cards still exist, but they've been joined by a selection that's "more contemporary, fresh, and even sentimental," says Brad Fraser, director, North American Brands for Carlton Cards. The changes in design and verse reflect the changing role and expecta­ tions of fathers. "Dads are more relaxed and open these days, and our cards reflect that," says Fraser. "Our research shows that fathers are more involved than ever with their children, and have grown comfortable with receiving and expressing more 'emo­ tional' sentiments." While there is still a strong market for "classic" Father's Day themes - particularly among men who are more conservative in their tastes, there is a growing demand for cards that break from typical masculine "formulas" to reveal more about the man who is receiving them. 'Today's more casual lifestyles have closed the gender gap considerably," explains Fraser. 'Today, for every man who likes tailored suits, there is one who prefers khakis and Hawaiian shirts. Even grooming habits - like getting a pro­ fessional manicure - are becoming more socially acceptable for men. This more relaxed attitude has definitely had an impact on our Father's Day cards." In what some sociologists call the "new father­ hood," today's dads see parenting as an equal responsibility, and are spending quality and quan­ tity time with their children. They're shouldering more of the household chores too - not just mow­ ing the lawn and taking out the garbage, but cook­ ing, cleaning, and car pooling. Sociologist Germain Dulac, a research associ­ ate with the Centre for Applied Family Studies at McGill University in Montreal, says fathers are more involved with their kids in two ways. 'They are more present physically, spending more time with the children. And while they're with their children, they're more expressive." The "new fatherhood" isn't completely new. Before the Industrial Revolution, when most fathers worked in or near the home, they assumed a dominant role in raising their kids. In fact, par­ enting books and guides were aimed mainly at men. That changed when fathers started working outside the homes, leaving the domestic chores and most of the child-rearing to the mothers. And so it remained for many years. An early version of Dr. Spock's, Baby and Child Care, even warned mothers about "trying to force the participation of fathers who get gooseflesh at the very idea of helping to take care of a baby." Dr. Spock corrected this view in a later edition, writing: 'The father should be sharing with the mother the day-to-day care of their child from birth onward. This is the natural way for the father to start the relationship, just as it is for the mother." 'The new generation of fathers continues to be more open and involved with their family," says Fraser. 'That's why we have a card, for instance, that runs through the most impor­ tant things about being a dad, from encouraging dreams to kissing boo-boos. Another card says, 'I don't say it nearly often enough, Dad, but I love you... and I will always be glad and proud you're my dad.' Many of our humourous cards, which make up 35 per cent of the Father's Day line, have an underlying sentiment of love and gratitude." Other Father's Day greetings break new ground by displaying previously 'taboo' images like florals. 'These cards still have a very mascu­ line look and feel to them," Fraser emphasizes. 'The key to their success lies in how they are used." One example is a Father's Day card which pictures a big yellow sunflower against a blue sky. "You probably still won't see a bouquet of pink roses on a Father's Day card," he says, "but a sym­ bolic single red rose on a black background would do quite well." Benjamin Schlesinger, Professor Emeritus at the University of Toronto's School of Social Work, says men in general, not just fathers, are evolving. "We are moving away from the macho era," he says. "You don't have to prove yourself as a man as much. You can cry." As the leader in the Canadian social expres­ sions industry, Carlton Cards says it best with a broad range of greeting cards and accessories. These products are marketed under the brand name of Carlton, Forget Me Not, and for the French-speaking market, Entre Nous. Merchandise is available in department and gro­ cery stores, mass merchandisers, drug stores, card shops, and other retail outlets nationwide. Visit the website at www.carltoncards.ca. r jr That's r ig h t Mom. This gas BBQ ligh te r is free w ith $60 in purchases from O akville Place. Just redeem you r Oakville Place receipts dated June 17th to 19th a t ou r Concierge Desk. There's a lim it o f one g if t A per fa m ily w h ile supplies last. (500 available)* And because w e know how exhausting shopping fo r Father's Day can be, we w ould like to invite you to tea. We will be serving a high tea w ith scones, strawber- ^ ^ ^ ^ ^ r i e s and cream. is on ly * one s itting each day JBIPvvith 50 seats available, so you l^ ^ m u s t visit the Concierge Desk to purchase a tic ke t in advance fo r June 17th, 18th or 19th. It's only $5.00 w ith all the proceeds going to Big Sisters. <S*\KVILLE PLACE 110 Fine Stores Including The Bay • Sears • IGA www.oakvilleplace.com PLAYD1U romlOam - 6pm Sunday June 20 ..... F'LIJS enter you and your DAD into BIG DAQ.DY Gorripetitions w aydium.com- Across rrGrrt Square5 Onet Mississauga For more info call (905) 273-9000 http://www.carltoncards.ca http://www.oakvilleplace.com