Gillete Ad
Gillette has launched a new marketing campaign called “The Best Men Can Be,” with an ad that has gone viral.
The ad begins by depicting boys bullying other boys, women being harassed and cat-called, and a group of men excusing all of it as “boys will be boys" Gillette then asks if this is “the best a man can get.” The rest of the ad portrays men pushing back against other men’s bad behavior.
The ad targets toxic masculinity and how men should do better than what is being done now. The ad being published now - during the peak of feminism, gender equality, and the #MeToo movement - says a lot. Gillette was being very bold in their approach, and this ad clearly shows the brand taking a clear position in this issue.
After watching the ad, I myself thought...who would hate this? It's an ad telling men to be better versions of themselves, by debunking the "masculine" stereotype that all men are expected to have. However, after reading a lot of the comments regarding this ad, I can see where the hate is coming from.
Gillette is an ad for men's shaving products. This means that the target audience is comprised entirely of males. So if your target audience is male? Why would you release an ad criticizing them and implying males as toxic to society, which could easily be categorized as a sexist ad. One one side, the campaign is being praised for tackling masculine stereotypes and challenging men to be better. However, on the other side, some are saying that Gillette is shamelessly capitalizing on the #MeToo movement. No side is 100% correct, however, you cannot deny that this ad has received a lot of attention whether good or bad.
The ad uses Pathos in hopes of reaching their audience, though I don't think it went the way they expected it, the Pathos - the hurt emotions of the men - is what is causing them to hate it. the ad completely destroyed men's apparent need for dominance and prominence. The ad is directed to millions and millions of men, are all of them toxic? Or is this an insensitive generalization in place?
Gillette is an ad for men's shaving products. This means that the target audience is comprised entirely of males. So if your target audience is male? Why would you release an ad criticizing them and implying males as toxic to society, which could easily be categorized as a sexist ad. One one side, the campaign is being praised for tackling masculine stereotypes and challenging men to be better. However, on the other side, some are saying that Gillette is shamelessly capitalizing on the #MeToo movement. No side is 100% correct, however, you cannot deny that this ad has received a lot of attention whether good or bad.
The ad uses Pathos in hopes of reaching their audience, though I don't think it went the way they expected it, the Pathos - the hurt emotions of the men - is what is causing them to hate it. the ad completely destroyed men's apparent need for dominance and prominence. The ad is directed to millions and millions of men, are all of them toxic? Or is this an insensitive generalization in place?
The ad is interpreted differently by different people. More specifically, between the two genders. A woman is more inclined to see this ad as positive, and that men should agree with it and change themselves. However, a male may see this as a threat to its existence and all he has ever done. Every 'masculine' thing that he did is seen in a negative light causing him to feel attacked and inevitably exhibit hate towards the ad.
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