Gillette Advertisement On 'Toxic Masculinity'
Start writing a post
Entertainment

Real Men Are Not 'Offended' By The Gillette Advertisement on 'Toxic Masculinity'

This is the best that a man and a woman can get, together.

122
https://www.instagram.com/p/Bsqty_DHY2_/?utm_source=ig_share_sheet&igshid=5verugpoz9i8
@theunknownknowledge on Instagram

Recently, Gillette released an advertisement titled: "We Believe: The Best Men Can Be". In this advertisement, Gillette questioned the famous slogan of the corporation--"Gillette: The Best A Man Can Get". By challenging this popular rhyme, Gillette offered an insight into gender dynamics within the United States, confronting an element of sexism known as "toxic masculinity".

While various interpretations of toxic masculinity exist, the concept can be explained in four simple words: "boys will be boys". Although used playfully, this expression, commonly said by other men, excuses inexcusable behavior that can not only disrespect women but also embarrass a true patriarchal role which men aspire to be. Examples of inexcusable behavior include but are not limited to gender discrimination in the workplace, "locker-room talk", and sexual harassment and assault. Let it be noted that addressing these behaviors as inexcusable does not seek to blame all men for such behavior.

The Gillette advertisement was not centered around blaming all men for "toxic masculinity", but rather calling on men to unite with women, say #TimesUp to puerile excuses that claim "boys will be boys", and progress together towards an equitable future between the sexes.

Immediately after posting a video of the commercial on YouTube, Gillette was flooded with angry messages on social media that argued against the company's 'controversial' stance. Some companies sought an opportunity to thrive based on the controversy. Egard Watches quickly released a rebuttal advertisement titled: "What is a man? A response to Gillette". In this commercial, Egard rebuts Gillette's 'attack on men', including courageous videos of men saving lives as a firefighter and soldier and statistics that actualize the percentage of men affected by homelessness, suicide, drug addiction, etc.

While Egard believed that their advertisement had totally contrasted Gillette's, I interpreted both as complementary to each other. In my interpretation, the Gillette advertisement showed the negatives of a culture of "toxic masculinity". While some examples were extreme, such as the scene with the two boys fighting each other at the barbeque while the fathers laughed it off, saying "boys will be boys". I thought this image did not perpetuate an image of "toxic masculinity" but rather a sign of bad parenting.

However, other scenes in the Gillette advertisement rightfully called attention to important issues of our current society, such as #MeToo and #TimesUP. The images of men looking in the mirror while listening to countless reports of sexual assault and sexual harassment are dynamic since it poses the question: "How can men support a revolutionary movement such as #MeToo without feeling attacked?" #MeToo and #TimesUp are not an attack on men. It is rightful to acknowledge that men can be victims of sexual assault and harassment as well, and I am sure their testimony might be viewed with just as much scrutiny. Yet, women are disproportionately more likely to be sexually assaulted; hence, why #MeToo is primarily a women's movement. That does not mean it cannot have male supporters and allies. But how can men be allies when they believe that #MeToo is just another attempt to 'ruin a man's life'? The responses to how men interpret sexual assault and harassment are important to recognize the emergence of "toxic masculinity". Real men should not be afraid to live their lives in fear of a 'woman getting the wrong idea' and 'ruining his life' as a result.

Men who are taught basic elements of consent are least likely to commit acts of sexual assault. Men who are taught common respect and decency are the least likely to not support their sisters, friends, girlfriends, mothers, and wives. Men who are taught love are the least likely to turn violent and abuse a woman in the household. Men who are taught integrity are the least likely to be toxic.

I suppose all those examples all come back to how an individual, regardless of gender, is not only raised through his or her family but also the values which society upholds as an example.

To all the men who showed outright anger and disgust after the release of the Gillette advertisement, my advice is that you should rather show some curiosity. Ask questions. Find a woman, question her perspective. Have a discussion. Represent your opinions respectfully. Respect her opinion. Come to a compromise. Learn something. Gain an ally.

Bring us one step further towards gender equality and away from toxic masculinity. And women, do the same. This is the best that a man and a woman can get, together.



Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.
Student Life

Top 10 Reasons My School Rocks!

Why I Chose a Small School Over a Big University.

93293
man in black long sleeve shirt and black pants walking on white concrete pathway

I was asked so many times why I wanted to go to a small school when a big university is so much better. Don't get me wrong, I'm sure a big university is great but I absolutely love going to a small school. I know that I miss out on big sporting events and having people actually know where it is. I can't even count how many times I've been asked where it is and I know they won't know so I just say "somewhere in the middle of Wisconsin." But, I get to know most people at my school and I know my professors very well. Not to mention, being able to walk to the other side of campus in 5 minutes at a casual walking pace. I am so happy I made the decision to go to school where I did. I love my school and these are just a few reasons why.

Keep Reading...Show less
Lots of people sat on the cinema wearing 3D glasses
Pinterest

Ever wonder what your friend meant when they started babbling about you taking their stapler? Or how whenever you ask your friend for a favor they respond with "As You Wish?" Are you looking for new and creative ways to insult your friends?

Well, look no further. Here is a list of 70 of the most quotable movies of all time. Here you will find answers to your questions along with a multitude of other things such as; new insults for your friends, interesting characters, fantastic story lines, and of course quotes to log into your mind for future use.

Keep Reading...Show less
New Year Resolutions

It's 2024! You drank champagne, you wore funny glasses, and you watched the ball drop as you sang the night away with your best friends and family. What comes next you may ask? Sadly you will have to return to the real world full of work and school and paying bills. "Ah! But I have my New Year's Resolutions!"- you may say. But most of them are 100% complete cliches that you won't hold on to. Here is a list of those things you hear all around the world.

Keep Reading...Show less
Lifestyle

The Ultimate Birthday: Unveiling the Perfect Day to Celebrate!

Let's be real, the day your birthday falls on could really make or break it.

42219
​different color birthday candles on a cake
Blacksburg Children's Museum

You heard it here first: birthdays in college are some of the best days of your four years. For one day annually, you get to forget about your identity as a stressed, broke, and overworked student, and take the time to celebrate. You can throw your responsibilities for a day, use your one skip in that class you hate, receive kind cards and gifts from loved ones and just enjoy yourself.

Keep Reading...Show less
Featured

Unleash Inspiration: 15 Relatable Disney Lyrics!

Leave it to Disney to write lyrics that kids of all ages can relate to.

61567
The 15 most inspiring Disney songs

Disney songs are some of the most relatable and inspiring songs not only because of the lovable characters who sing them, but also because of their well-written song lyrics. While some lyrics make more sense with knowledge of the movie's story line that they were written for, other Disney lyrics are very relatable and inspiring for any listener.

Keep Reading...Show less

Subscribe to Our Newsletter

Facebook Comments