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This idiotic Gillette ad may have turned into a tide of "toxic masculinity"



Advertisements from razors do not have to make national titles, but they are not ordinary times. Gillette's last week's #MeToo promotion became the latest in corporate messaging to curse and downplay men. boy on the street, men who attract women and make pitiful jokes and generally behave like animals.

Many Americans were angry, not least men who advertised as universal aggressors and rapists. Gillette's ad should ask why. The bottom line is that if you do not like being lectured by a company trying to sell you a razor, it must mean you're probably the rough and sexual killer advertisers used to advertise.

I am a woman and I hate advertising because I'm tired of hitting the boy, which has become too common on our screens and in our world.

"This is just an ad!" I'm flying. Will women reject "just one ad" that treats femininity as something bad and in need of change? They would not. Women accept far less advertising criticism than men.

In 201

5, a company called Protein World launched a dieting ad, completing the bikini model and saying, "Are you ready for a beach?" It was quick. The announcement was disturbed again and again in the subways of New York, and London went so far as to ban the advertising of "body bombardment" in the underground subway.

If there is a moment when women collectively have decided they will

In the same way, Gillette's advertising response feels like breaking a dam. This may be the moment when men finally have enough.

Men are constantly criticized. "Men are the worst" old ones. The word "masculinity" is preceded only by the word "toxic" these days.

Meanwhile, men have been in a downward trajectory for some time. Fewer men go to college, more men commit suicide, more and more men live at home with their parents and in adulthood.

Men take the most dangerous jobs, they fight and die in our wars, but they are told they are uninterrupted and the future is not for them. They are expected to reject it because they are men.

If men are traditionally stoic and impenetrable for criticism, and we like them that way, then the idea that men can take pictures simply because they are strong and masculine fly in the face of advertising – which is torturing male Stoicism.

Gillette pleads men to be better because the kids are watching. Yes, children look at men depicted as irresistible idiots in so many advertisements and as violent in this woman.

The worst part of the ad is the group of men standing in a row over their bars that repeat "boys will be boys". The message is that men are the same. They do not think of themselves and apologize for bad behavior to one another. They care exactly like your husband, father, brother – doing this activity they like while creating bad men from their sons.

"We are looking forward to a debate," said Pankai Bhaila, director of the Gillette brand in North America. – In fact, a discussion is needed. If we do not discuss and talk about it, I do not think the real change will happen. "

No, what we need is to stop the insults of people. We can not raise women by destroying people. Some men will nod with advertisements that offend them, but generally these companies violate human rights and cause damage to their own cause. In the Gillette YouTube channel, ad has more than doubled the number of "dislikes" than "liked".

This was not a profit for the company.

"Is not it time to stop apologizing badly? asked? Gillette asked in a tweety, introducing the advertisement. Yes, it is. And this includes the bad behavior of corporate sellers who treat half of the population as monsters, all selling a product targeting this segment of the Americans.


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