Daniel Halliday
Jan 18 · Last update 4 mo. ago.
Is the controversial new Gillette advert justified in its stance on toxic masculinity?
Gillette is a company that has utilised masculine stereotypes in advertising for decades in order to sell their products. In a huge u-turn they have recently released an advert containing a montage of stale and/or enduring masculine stereotypes in order to ask the question “are men being the best they can be?” The advert has caused a stir with men’s right activists, while receiving praise from the feminist or progressive minded online. But are this company justified in changing their stance on masculinity, is this challenge to toxic masculinity really coming from the right place? youtube.com/watch?v=koPmuEyP3a0
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Not justified and cheapening social movements
0 agrees
0 disagrees
The advert is justified
1 agrees
0 disagrees
The advert just perpetuates negative stereotypes
1 agrees
0 disagrees
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Not justified and cheapening social movements

Gillette is just jumping on the millennial social justice warrior bandwagon, virtue signalling and trying to create controversy, by utilising the perceived spirit of the time in an attempt to boost the company’s image and sell razors. Gillette has largely failed to achieve anything worthwhile from this, and have only offended the majority of their customers with this attack on masculinity, while simultaneously cheapening social justice movements as well, by using them to sell products. There is possibly a large number of mothers buying razors for their teenage sons that may agree with Gillette's message, but the majority of customers have found it offensive, or indeed do not care about their razor companies outlook on toxic masculinity. commdiginews.com/business-2/toxic-feminism-gillette-ad-shark-112076

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The advert is justified

This message and indeed any challenge of toxic cultural norms are justified wherever they come from. This can only be a positive progressive message for society, as long as it is not inciting some kind of hatred for individuals of a particular demographic, or utilising inaccurate examples, which this advert is arguably very far from doing. Feminism has possibly allowed female archetypes to be broken down while the masculine paradigm remains rigid, the people criticising this advert cannot truly understand the damage done to society as a result of the toxic behaviours displayed in the advert.

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The advert just perpetuates negative stereotypes

The advert is anti male, perpetuates negative stereotypes, and depicts men as creatures that are mostly too stupid or unaware to do anything about their own condition. For 30 years the company has used “the best a man can get” catchphrase, and has utilised unattainable male images that probably do just as much damage to society as any act of “toxic” masculinity. The advert forms a sort of kaleidoscope of the worst aspects of men in western culture, which seems like an attack on men, something seemingly unwise for a razor manufacturer to engage in.

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