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The Neanderthals on the Grill

you Should run attractive women cheering afterwards? As chief of staff of paw? The son congratulate, if he beat up another boy?

Probably the most men answer to these questions is no. And yet the scenes are discussed in the network. The razor specialist, Gillette has an advertising spot, in which such behavior is. Be corrected the Machos in the Clip of courageous men, a role model for women and weaker sex enjoyed. It looks like this: Unshaven guys are behind the Grill, while their smooth wangigen sex two brawling boys enjoyed separate. The Slogan: "The best men can be" – in reference to the well-known Gillette slogan "The best a man can get".

For the Clip Gillette has used the latest advertising trend: attract attention, by relating in a society debate Position. The Nike has power, as the sporting goods manufacturer Football Star Colin Kaepernick committed as an advertising medium. This was refused, with the US anthem at attention it is entitled to protest against racial discrimination. "Believe in something, even if it means to sacrifice everything else," is the Nike Slogan.

Gillette wants to dock with the Clip to another debate: that of the "toxic masculinity". Under the concept of the dominant Occurrence of men is meant, as well as their supposed inability to talk about feelings – though this behavior to other men, especially the younger, should RUB off.

two days Ago, the Gillette's advertising went online on Youtube, since then, 11 million people have viewed it. 200'000 comments have been left. 250'000 users of the Clip 600'000 pleased rated him negatively. Women welcome the advertising, the majority of, many men are outraged and join the opinion of TV presenter Piers Morgan: the untold Political Correctness. Let men be men.

Has reached Gillette with the hustle and bustle of the Spot, the target already? It is not a victory for the #MeToo movement?

That the Spot generates new customers, is questionable. Rather, the opposite should be the case. The customer is king, is the classic in the marketing manual. However, in the Gillette-Clip it is the opposite: a defendant who has done nothing wrong, but had the misfortune for a man to be born. The Default mode of the man is aggressive, so the message – only a few copies are on a higher evolutionary level.

This generalization has angered many customers, the comment full boycott declarations are columns. It also contributes little to that men like the discussion of toxic masculinity involved. The social change, the Gillette claimed trigger does not occur. Also, because the advertising is hypocritical. For decades, Gillette advertised with macho ides commercials. In a David Beckham to see the baits after a shave. Subtext: buy Gillette, war the woman. In between, Boxing, or riding a bike are cut the end of men.

That men should be more likely to ask whether they are doing enough to prevent bullying and misogyny, it is an important point in the #MeToo debate. The marketing Department of Gillette is hardly the correct sender for this message. (Editorial Tamedia)

Created: 16.01.2019, 19:04 PM

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