Case Study: Analysis of Gillette’s Controversial Advertisement “The Best a Man Can Be”
Gillette’s new ad was released on January 13, 2019; in the video, the cult manufacturer of skincare products has changed its 30-year slogan. Gillette has updated its old motto to “The best men can be.” This video shows the so-called male behavior that, according to the authors’ ideas in it, includes harassment, violence, and bullying. The main leitmotif of the ad is the fight against toxic masculinity. The video itself is an integral part of a new advertising and charity campaign, which might be called a battle against the old customs. The reaction to it was enchanting; it should be noted that many users are already saying that the video in the future may break the YouTube record for the number of dislikes. In such a situation, the word “criticize” in the framework of this reaction is not suitable as a wording. Because criticism, to put it mildly, does not Continue reading