| Growing A Manly Beard (Archived Version) Growing a beard is an affirmation of manliness and masculinity. The beard itself is a physical characteristic that separates men from boys, girls, and women. In a culture that has downplayed good old-fashioned masculinity, growing a beard shows that you are not afraid of being a manly man. You can reclaim an aspect of manliness that is too often lost by growing a beard. |
| Why Gillette's New Ad Campaign Is Toxic Reaction to "We Believe in the Best in Men" has been overwhelmingly negative, with comments on its own Youtube channel running negative by an astonishing ten to one margin. There are those who really like the ad really like the campaign a lot and argue that it is simply trying to reinforce positive behavior. However, the much larger group who dislikes it includes many men who are saying the ad is insulting to men and full of stereotypes. What is perhaps most dangerous for Gillette, however, is the large number of posters who are threatening to never buy the product again. So where did Gillette go wrong here? I think there are three main points to be made: 1) While corporate social responsibility appeals can be effective, corporations must be sensitive to the potential of consumers being skeptical of their motives, or not wanting to be told how to behave by a profit-motivated company. the real issue with the “Best a Man Can Be” from the point of view of its critics is that many men don’t think they need a corporation (especially one they are buying products from) telling them what it is to be masculine or to scolding them for not doing enough to address an issue. 2. The creative in the “Best a Man Can Be” could be more effective if delivered differently Approval is often related to fitting in with social norms. As Elsesser points out that while the ad clearly disapproves of the bad behaviors it depicts, it simultaneously suggests that most men engage in these behaviors. It follows that to fit in, or to be “masculine,” one would seek approval by engaging in those behaviors engaged in by a majority of the groups – not the “some men” that is “not enough” in the opinion of Gillette. Ultimately this is a mixed message 3) Politically charged language should be avoided by advertisers The use of the term “toxic masculinity” in the ad was a flat out mistake. While only mentioned quickly and briefly, the use of this term, which many men associate with a one-sided critique and stereotype of an entire gender. Regardless of how much some without marketing backgrounds would like to believe that companies taking political stances on is okay, alienating a substantial proportion of the target audience is never a good thing. As it stands “The Best a Man Can Be” managed to unnecessarily alienate many of the companies customers, including many good men who largely agree with the underlying issues addressed in the ad. |
| The use of the term “toxic masculinity” in the ad was a flat out mistake. While only mentioned quickly and briefly, the use of this term, which many men associate with a one-sided critique and stereotype of an entire gender. |
What sucks is that I occasionally pick up loads from their plant in Kansas City, KS, and deliver them to their warehouses in Edwardsville, IL....because i want the company i support by buying its products to lecture me on morality? [emoji33]:
no
stupid move - it's gonna cost them, especially among the young men who are in the early stages of forming brand loyalty
what's next, budweiser lecturing beer drinkers on the immorality of objectifying the female body?
i like being clean shaven - i have enough places to scratch as it is
