Tag: gimmickry

Dear Ace: I don’t need a Father’s Day card


I don’t want a Father’s Day card from my dog.

While I may — colloquially — refer to myself, or permit others refer to me, as “Ace’s dad,” I don’t see myself as exactly that, especially if he ever decides he wants to go to college, in which case the best I could do would be to buy him a handbook on how to apply for doggie student loans.

I don’t like to call myself Ace’s father (for that either humanizes him or dogizes me). I don’t like the term “owner” (too reminiscent of slavery), or “caretaker” (for that is something mutual that we do for each other). “Partner” doesn’t work either. (Though it comes closest, the word  has come to have extra connotations in modern society.)

Friend will suffice nicely.

And no card — Hallmark or otherwise — is necessary.

Father’s Day cards from the dog — and this is no big surprise — are becoming more popular, which is just fine with greeting card companies.

The Washington Post’s John Kelly commented on the phenomenon in a column this week:

“When I was at CVS, I saw Father’s Day cards for your dog. Not for you to give to your dog, but for the dog to give to the man of the house …

“Hallmark is brilliant. They don’t let a little thing like our traditional notion of Father’s Day — that it’s a day for [human] children to give cards to their [human] paternal units — stand in the way of sales. They know that they can add millions in revenue to their bottom line if they can just expand the boundaries of Father’s Day.”

One of the things I most like about dogs is that, unlike us, they don’t fall prey to such marketing and gimmickry. Dogs don’t buy Father’s Day cards. Dogs dont get on the computer and invest in stocks or sign up for matchmaking services. Dogs don’t try to buy one and get one free, or enter contests. (You may already be a weiner dog.)

To be clear, we’re not talking here about Father’s Day cards that merely have images of dogs — but personalized cards, meant to be from the dog.

Here’s one I found on Squidoo, the inside of which reads:

“I’m all wags for my woof-woof-woofunderful Dad!”

The one at the top of this post is from Zazzle.com, which has a wide selection.

Petside.com offers several you can print out, and they appeared to be free.

A more philanthropic option is to order dad an ecard through the Maryland SPCA – and a portion of profits goes to benefit homeless animals in the shelter.

I’m not telling you how to live your life. Feel free to buy a card for Dad and pretend it’s from the dog. (Feel free, too, to purchase Dad a far more useful Travels with Ace calendar, half of the profts from which go to Rolling Dog Farm, a sanctuary for deaf, blind and disabled animals in New Hampshire.)

I’m just saying that — even though cards with dogs on them are my favorite — I don’t need a card from Ace, or even a card from my human son, who’s now visiting with me.

Every day with them is a gift already (sorry, greeting card companies). If you feel the need to spend money, make a donation to an animal shelter in honor of dad.

I think that would be much more woof-woof-woofunderful.