Controversial Advertising: 5 Examples ✓ Solved

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Advertising is amongst the essential and most frequently used marketing tool for most organizations. In a competitive world, businesses are striving to maintain high revenues and longevity. Many companies create appealing ads to ensure customer retention and attract new customers. The primary intention of these ads is to promote sales (Hackley & Hackley, 2017). However, as the number of businesses selling similar products has grown, there has been a shift in promotional strategies.

Besides promoting sales, companies have engaged in corporate social responsibility through advertising, addressing current issues affecting individuals’ social well-being. Some of these ads have become controversial, undermining their intended purpose. The Gillette company faced scrutiny for its video ad titled "We Believe" with the slogan "The Best Men Can Be." This ad supported the #Me-Too campaign against sexual abuse and harassment, along with condemning toxic masculinity (Taylor, 2019).

The ad portrayed men as individuals who overlook harsh realities and pass down negative behaviors as rites of passage to manhood. It attempted to correct these behaviors by illustrating how men should manage these issues responsibly, especially when it concerns the younger generation.

The media criticized the ad, questioning the authenticity of its message. The term "toxic masculinity" drawn from the ad created a backlash, resulting in the impression that the company aimed to emasculate men (Irishtimes, 2019). Critics argued that the ad objectified women to serve as agents for men’s toxic behaviors (Taylor, 2019). Negative feedback indicated that many people believed the behaviors labeled as toxic were part of developing into the ideal man society demands (Smith, 2019). The notion that aggressive behaviors, like bullying, were necessary for proper male development emerged as a prevalent defense.

The diversity of male roles was overlooked, and the ad seemed to limit men to negative stereotypes. Activists and feminists criticized the ad for undermining the #Me-Too movement and failing to support women adequately. While some praised the ad for addressing the normalization of male toxicity, the majority perceived it as belittling men and showcasing limited perspectives on masculinity (Smith, 2019).

Despite extensive media critique, the ad successfully highlighted issues that men face but might not recognize. However, its messaging was misinterpreted across various platforms. Social media fueled the controversy, and print media reinforced public opinion polls that triggered ongoing debates.

In contrast, most media debates around the controversial ad centered on the perception of its content. The mixed reception varied significantly, with some outlets supporting the message while others condemned it. For instance, the Washington Post recognized the ad’s role in redefining healthy male behavior (Honea, 2019), while The Independent acknowledged its constructive approach to combating toxic masculinity (Barr, 2019).

Globally, media reactions varied, with some defending the ad as a creative step towards addressing societal issues related to masculinity (Roux, 2019). Yet, in all regions, the controversy centered upon misinterpretations of the ad’s intentions. Opinions among consumers were polarized, reflecting varying perceptions about the ad's authenticity. Some applauded the initiative to challenge toxic norms, whereas others criticized it as uninformed and biased.

The backlash indicated a reduction in Gillette’s product sales, with consumers shifting towards competitors like Dollar Shave Club (Hsu, 2019). Despite the controversies, no unified movements arose against the company, given the ad’s support of the #MeToo movement’s principles. However, some factions voiced displeasure over the objectification of women within the context of the campaign (Taylor, 2019). Simultaneously, men’s rights activists criticized the portrayal of men in the ad (Irish Times, 2019).

In conclusion, the controversies surrounding the Gillette ad led to notable disparities in public opinion. While the ad was intended to address toxic masculinity, it faced backlash from several fronts that complicated the message's reception. Even amid these challenges, Gillette has continued its commitment to promote the fight against toxic masculinity (Honea, 2019). The company aims to engage in further dialogue and initiatives that support this important cultural conversation.

References

• Hackley, C., & Hackley, R. A. (2017). Advertising and promotion. Sage.
• Irishtimes. (2019, January 15). Gillette ad causes uproar with men's rights activists. Retrieved from Irish Times.
• Smith, T. (2019, January 17). Backlash Erupts After Gillette Launches A New #MeToo-Inspired Ad Campaign. Retrieved from NPR.
• Taylor, C. (2019, January 15). Why Gillette's New Ad Campaign Is Toxic. Retrieved from Forbes.
• Barr, S. (2019, January 17). Gillette Tackles Toxic Masculinity in New Advert for #MeToo era. Retrieved from Independent.
• Honea, W. (2019, January 15). Gillette's new ad asks us to redefine 'best' for our boys. What could be wrong with that? Retrieved from The Washington Post.
• Hsu, T. (2019, January 15). Gillette Ad With a #MeToo Edge Attracts Support and Outrage. Retrieved from The New York Times.
• Roux, E. (2019, January 15). Watch: Gillette addresses 'toxic masculinity' in new ad [video]. Retrieved from The South African.