gillette

The Gillette ad uses the appeal to the need for affiliation and the plain folk’s testimonial by constantly referencing the ‘normal’ and ‘common’ man. This helps make the ad apply to the whole gender and it help bolster its credibility. The ad also uses fear of the worst-case scenario, when addressing issues on sexual harassment and bullying, and by ending the ad looking on the future. This helps make the audience understand that the consequences of their actions or inaction has big consequences on the future generations, which in turn gets the audience to analyze their own behavior and see whether they are part of the problem. The ad also uses nostalgia, when it references the traditional values and the ‘old way of doing things. The ad is Gillette updating its message and motive for the present day, the ad looks back on the classic slogan, “the best a man can be”, and twists it in order to address and redefine what it means to be a man. This helps the audience understand what the old days were and how we need to change. The values that Gillette addresses are what it means to be a man, and more specifically, the traditional values vs better ones. The ad takes place and focuses on the culture of western society. It acknowledges issues like sexual harassment, which typically happens when men and women share the same space. Historically men have always been more powerful and domineering and demanding and oppressive without meaning to but now Gillette challenges that thinking with an alternative future or different way to go about dealing with the issues that are prevalent in the society, catcalling, workplace harassment, mansplaning, violence and bullying. The ad was released on the 15^th of January 2019. The ad tackles #MeToo movement and gender. the societies rules of what’s okay and not okay, more of a PC culture, out with the old in with the new. Men who watch this and feel defensive are defensive for a good reason the since the ad does lowkey target all men. But that is what its meant to do. When you accuse a whole group of people of a problem, of course it might not be true for ALL of them , but it will make all of them go hm do I do this, am I like this? Or it should. Because, otherwise how can you start a conversation on sexual harassment and assault and violence and the fact that men don’t know how to express themselves emotionally and how they use women as a crutch. When you say that SOME men do this, it loses the punch. Now all that Gillette is trying to say is hm our society sucks and seeing as men make up basically half of it, maybe they might be the reason why.