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Gillette recently launched a new advertisement. Speaking of & nbsp; subject of toxic masculinity, advertising has been deliberately published before the Super Bowl in order to generate a conversation, and he has. A few days after its publication, advertising has been controversial. More than a million people were disappointed on YouTube. anger tweetstorm, and a potential boycott that enraged customers took for destroy their Gillette products.
At the center of this controversy is the idea that the commercial appears to attack the consumer base of society, men, by highlighting the misbehavior of men. However, watching the commercial on the badumption that advertising wants to demonize men misses its goal. Advertising does not seek to harm all men or masculinity, but it does identify men's reprehensible behavior and encourages all men to actively fight against them. Gillette's commercial attempts to solve a problem of spectator.
The first thing to remember is the argument that Gillette's commercial advertising moves or deters "men from being men". This view, which was adopted reaction videos and podcasts, poorly interprets what is masculinity. Dominate a piece is not masculine. The use of violence or harbadment is not male, and this is the behavior most condemned by the salesperson.
This type of behavior is really "toxic" and it has been proven that its negative effects on women and men. Strict compliance with traditional ideas of male masculinity is particularly detrimental to men's mental health. Male stereotypes can discourage men from seeking help and influencing the incorrect diagnoses of psychologists, thus contributing to the fact that men are four times more likely than women to commit suicide. Intolerance towards perceived femininity can also create dangerous situations for queer people and women, as well as for male stereotypes related to homophobia and domestic violence. These are the behaviors that Gillette criticizes as not being male.
However, if the video's message was "do not be badist" or "do not bully", it would be sneaky and crazy. These messages are already diffused in a large part of the society and an advertisement for the razors will have a negligible impact on those who are already badist or who intimidate the others. But Gillette's announcement is not addressed to men who harbad or intimidate, but rather to people who wait and excuse their behavior.
It is the spectators who change during the advertisement. At the beginning of advertising, most representations of harbadment, condescension or intimidation take place in the open air. A female executive is closed by her male colleague in front of a meeting room. Bullies chase a boy in the streets and two boys argue over a cooktop. Despite the multitude of people present, no one intervenes. It is not completely detached from the real world, because issues such as bullying and badual harbadment, witnessing, in which witnesses take no action, are a major problem.
As trade progresses, harbadment and bullying continue, but men have a mission to be more than pbadersby. They are brave enough to call their friends or stand in front of bullies when they know that what is happening is not right. It is with this same bravery, in the real world, that men have intervened innumerable dangerous situations for the best.
Instead of attacking masculinity, advertising praises it and pushes us to do more. It shows us fathers, teaching their daughters to be strong and confident, men, fierce battles and friends with the confidence to call each other. Trust, strength and courage are all traits that are part of masculinity. Part of masculinity is to hold other men accountableWhile issues of bullying and mistreatment are not limited to men, Gillette's men-centered products provide him with the platform to engage in a discussion of how these problems can be solved and resolved by men. .
Some questioned the need for Gillette to engage in "political issues". However, Gillette is not the first to do it and is not even the first grooming company address the subject of masculinity. The success of companies interested in social issues ranges from The sales boom of Nike Kaepernick at Pepsi's Kylie Jenner flop. What we like or hate, this type of virtue signal is not likely to go away as companies invest more in social responsibility. Nevertheless, Gillette's advertising was not too political, especially compared to recent advertising campaigns such as Nike. This was probably inspired by the conversation around the # MeToo movement, but his message of not being a mere spectator is not a focal point of the movement. It's just good morals. And despite his imperfect source, the message of advertising is no less qualified. Are all men domineering, misogynistic, harbading, intimidated? No. But can we do better out of the box to stop those who do? Can we be better men and therefore better people? Yes, and, justified or not, Gillette's new video reminds us.
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Razor for men 3d rendering on blue backgroundGetty
Gillette recently launched a new advertisement. Discussing the topic of toxic masculinity, the advertisement was deliberately published before the Super Bowl in order to generate a conversation, and he has. A few days after its publication, advertising has been controversial. More than a million people were disappointed on YouTube. anger tweetstorm, and a potential boycott that enraged customers took for destroy their Gillette products.
At the center of this controversy is the idea that the commercial appears to attack the consumer base of society, men, by highlighting the misbehavior of men. However, watching the commercial on the badumption that advertising wants to demonize men misses its goal. Advertising does not seek to harm all men or masculinity, but it does identify men's reprehensible behavior and encourages all men to actively fight against them. Gillette's commercial attempts to solve a problem of spectator.
The first thing to remember is the argument that Gillette's commercial advertising moves or deters "men from being men". This view, which was adopted reaction videos and podcasts, poorly interprets what is masculinity. Dominate a piece is not masculine. The use of violence or harbadment is not male, and this is the behavior most condemned by the salesperson.
This type of behavior is really "toxic" and it has been proven that its negative effects on women and men. Strict compliance with traditional ideas of male masculinity is particularly detrimental to men's mental health. Male stereotypes can discourage men from seeking help and influencing the incorrect diagnoses of psychologists, thus contributing to the fact that men are four times more likely than women to commit suicide. Intolerance towards perceived femininity can also create dangerous situations for queer people and women, as well as for male stereotypes related to homophobia and domestic violence. These are the behaviors that Gillette criticizes as not being male.
However, if the video's message was "do not be badist" or "do not bully", it would be sneaky and crazy. These messages are already diffused in a large part of the society and an advertisement for the razors will have a negligible impact on those who are already badist or who intimidate the others. But Gillette's announcement is not addressed to men who harbad or intimidate, but rather to people who wait and excuse their behavior.
It is the spectators who change during the advertisement. At the beginning of advertising, most representations of harbadment, condescension or intimidation take place in the open air. A female executive is closed by her male colleague in front of a meeting room. Bullies chase a boy in the streets and two boys argue over a cooktop. Despite the multitude of people present, no one intervenes. It is not completely detached from the real world, because issues such as bullying and badual harbadment, witnessing, in which witnesses take no action, are a major problem.
As trade progresses, harbadment and bullying continue, but men have a mission to be more than pbadersby. They are brave enough to call their friends or stand in front of bullies when they know that what is happening is not right. It is with this same bravery, in the real world, that men have intervened innumerable dangerous situations for the best.
Instead of attacking masculinity, advertising praises it and pushes us to do more. It shows us fathers, teaching their daughters to be strong and confident, men, fierce battles and friends with the confidence to call each other. Trust, strength and courage are all traits that are part of masculinity. Part of masculinity is to hold other men accountableWhile issues of bullying and mistreatment are not limited to men, Gillette's men-centered products provide him with the platform to engage in a discussion of how these problems can be solved and resolved by men. .
Some questioned the need for Gillette to engage in "political issues". However, Gillette is not the first to do it and is not even the first grooming company address the subject of masculinity. The success of companies interested in social issues ranges from The sales boom of Nike Kaepernick at Pepsi's Kylie Jenner flop. What we like or hate, this type of virtue signal is not likely to go away as companies invest more in social responsibility. Nevertheless, Gillette's advertising was not too political, especially compared to recent advertising campaigns such as Nike. This was probably inspired by the conversation around the # MeToo movement, but his message of not being a mere spectator is not a focal point of the movement. It's just good morals. And despite his imperfect source, the message of advertising is no less qualified. Are all men domineering, misogynistic, harbading, intimidated? No. But can we do better out of the box to stop those who do? Can we be better men and therefore better people? Yes, and, justified or not, Gillette's new video reminds us.
