Gillette's controversial advertisement: a content analysis on commercializing social issues
Keyword
#MeTooSexual harassment
Social media
Research Subject Categories::INTERDISCIPLINARY RESEARCH AREAS::Gender studies
Research Subject Categories::SOCIAL SCIENCES::Social sciences::Sociology
Date Published
2019-05Metadata
Show full item recordAbstract
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?The following license files are associated with this item:
- Creative Commons
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 United States