UPDATE
I stand with Gillette
January 20
Evidently, I disappointed many of you by not making clear which side I support in this viral debate.
The recent commercial from Gillette, titled ‘Toxic Masculinity,’ has sparked a great deal of discussion and controversy.
On its face, the ad, which is ostensibly targeted at the typical male Gillette user, is quite simply beseeching men to be ‘better’ and to work toward the goal of being their best. …
Those who have expressed negative reactions to the spot seem to feel that the brand is pointing to the most negative stereotypes of men in an accusatory fashion, which seems at odds with the goal of winning them over as customers.
(The Hill, January 20, 2019)
In fact, I accept the ad on its face. I appreciate its supraliminal message, namely that “Time’s Up” for men to man up! And I intend to continue using Gillette razors.
Regrettably, many men are getting a subliminal message that is causing them to express negative reactions. But they fail to appreciate that not all ads are aimed at winning over or even retaining customers.
If that were the case, Nike would never have featured Colin Kaepernick in its new ad campaign:
Time’s Up! Man up! Just Do It!
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