Bozell & Graham Column: Gillette's Sexist Sermonizing to Men and Women

NewsBusters | 1/19/2019 | Staff
MysticHeart (Posted by) Level 3
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So who is the mastermind at Gillette that came up with the idea that the best way to sell men's razors was to insult your customers with condescending liberal propaganda about “toxic masculinity”? Is pandering to the perpetually angry feminists in the media the way to grab positive “news” coverage? Is online buzz the goal?

If so, it must also be Gillette’s goal to have its customers rush over to the Schick display.

Century - Gillette - Ads - Newspapers - Soldiers

A century ago, Gillette ran ads in newspapers touting American soldiers of World War I using their product, the "clean fighters" of the Allied forces "fighting for clean ideals.” They were “millions of big, strong-limbed supermen... fighting to save freedom." Today, there are no strong-limbed men. They’re bullies and sexual harassers in need of castration.

Go ahead, try to tell us we’re exaggerating. Gillette’s latest ad campaign was lovingly introduced by NPR: “The first half of the ad portrays males as boorish, sexually harassing women, mansplaining and bullying.”

Half - Insists - Social - Change - Announcer

The second half insists on Social Change. The announcer proclaims “There will be no going back. You can't hide from it. You can't laugh it off, making the same old excuses.” A long row of apparently loathsome backyard dads standing in front of a long row of smoking charcoal grills echoes the excuse “Boys will be boys.”

Because somehow, in the last century, troglodyte men were bullies who never stopped bullies, and never taught their boys to respect women (including their mothers? and sisters?). This isn’t selling razors. It’s selling an obnoxious, boorish political cartoon.

Ad - Men - Men - Men - Dim

They would protest the ad says “some men,” not all men, are awful. But they’re man-splaining to all men, assuming they are all dim and in need of an education. So it’s comical that...
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