Gillette’s latest ad has people either up in arms or jumping with joy. The controversial ad is centred around our societies ideas of masculinity and how certain beliefs about ‘manliness’ can be harmful to both men and society in general.
Those that oppose the ad say it victimises women and is suggesting that masculinity in itself is toxic. However, that is not the definition of the term ‘toxic masculinity’. Toxic masculinity is the idea that societal expectations of a mans role can be damaging to men. We see this with the ‘you need to man up’ rhetoric when it comes to mental health and how that can lead to undiagnosed and untreated depression in men. Masculinity can have many benefits in society and some expectation for women are imposed by other women.
Many were also quick to point out the hypocrisy of Gillette. The pink tax was brought up in the debate. The pink tax is where women are charged more than products for products such as razors. Another argument made was that women were objectified by them for advertising, with the above image attached.
Let us know your thoughts on the advert. Do you think it was a positive ad encouraging men to step up? Or do you think the ad shames and robs men of their masculinity?