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Gillette's controversial advertisement: a content analysis on commercializing social issues

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#MeToo
 Sexual harassment
 Social media
 Research Subject Categories::INTERDISCIPLINARY RESEARCH AREAS::Gender studies
 Research Subject Categories::SOCIAL SCIENCES::Social sciences::Sociology
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2019-05
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SUNY New Paltz Undergraduate Honors Thesis Collection
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Ohlhoff_Honors.pdf
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http://hdl.handle.net/20.500.12648/1355
Abstract
On January 13 th , 2019 Gillette released an advertising campaign highlighting the responsibility men have to stand up against bullying, sexual harassment, and sexism. The campaign aligns with the #MeTooMovement, by exposing the toxic masculinity present in their previous advertisements as well as in other media. Gillette currently dominates the male personal-care product industry, holding over half of the global market share for razors (Tiffany, 2018). Is Gillette recognizing their social responsibility or are they catering to Millennials to stay competitive?
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