I have seen this Gillette ad before, but after learning about advertising methods like emotional appeals and ad techniques, I can't look at commercials or ads the same. This commercial, if you haven't seen it, is basically about the fact that men need to be held accountable for their actions and can't get through life by just saying, "boys will be boys." In this short film, there are scenes showing men executing actions that are socially acceptable in today's world; being disrespectful towards women, messing with other people and bullying. Personally, I think this commercial was produced in a very unique way. I haven't seen anything like this before, where ads, especially an ad that is directed towards men, speak out on the the problems men create. Obviously not all men are like the people portrayed in this film, but I believe it is important for all men, whether they are good or bad, know what they are doing and how they can fix this problem.
Now to another topic, not to only speak of the social issues displayed, but to also talk about the methods the advertisers used in constructing this commercial. Some appeals the Gillette commercial used are the need for guidance and the need to nurture. In the commercial, there are a couple scenes with a father and his son, displaying the use of the need for guidance. At the end, a father and his son are walking down the street when suddenly, the father sees a group of boys beating up a kid. The father rushes across the street with his son in his hand and breaks the boys up. The father asks the kid if he is okay while his son is looking up at him with a sparkle in his eyes. They are trying to show the audience that the example you set for your child is what the child will reference as they grow up, ultimately determining who they will become as they develop into an adult. The need to nurture is used in this ad, basically in the same way. There are scenes with a mother and her son and a father with his son, tapping into the viewers maternal and paternal instincts. Some advertising techniques this commercial used are the simple solutions technique, the diversion technique and the glittering generalities technique. The simple solutions technique is used through displaying in the film that you can attack many problems by using Gillette. Gillette is trying to associate themselves with men who hold themselves accountable for their actions. So by using Gillette, you should be like these men. The advertisers use the diversion technique by taking your attention away from the Gillette products and instead focusing the audience's attention on the whole "the best men can be" idea. They also use the glittering generalities technique in using the appealing idea of men's actions to sell the Gillette products. The message of the commercial gives the audience an objective of associating themselves with message and the products. They are basically trying to give off the message that if you use Gillette, you need and should be a man who is held accountable of their actions. By using these techniques and appeals, Gillette has been recognized for this commercial, receiving 30 million views on YouTube.
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Now to another topic, not to only speak of the social issues displayed, but to also talk about the methods the advertisers used in constructing this commercial. Some appeals the Gillette commercial used are the need for guidance and the need to nurture. In the commercial, there are a couple scenes with a father and his son, displaying the use of the need for guidance. At the end, a father and his son are walking down the street when suddenly, the father sees a group of boys beating up a kid. The father rushes across the street with his son in his hand and breaks the boys up. The father asks the kid if he is okay while his son is looking up at him with a sparkle in his eyes. They are trying to show the audience that the example you set for your child is what the child will reference as they grow up, ultimately determining who they will become as they develop into an adult. The need to nurture is used in this ad, basically in the same way. There are scenes with a mother and her son and a father with his son, tapping into the viewers maternal and paternal instincts. Some advertising techniques this commercial used are the simple solutions technique, the diversion technique and the glittering generalities technique. The simple solutions technique is used through displaying in the film that you can attack many problems by using Gillette. Gillette is trying to associate themselves with men who hold themselves accountable for their actions. So by using Gillette, you should be like these men. The advertisers use the diversion technique by taking your attention away from the Gillette products and instead focusing the audience's attention on the whole "the best men can be" idea. They also use the glittering generalities technique in using the appealing idea of men's actions to sell the Gillette products. The message of the commercial gives the audience an objective of associating themselves with message and the products. They are basically trying to give off the message that if you use Gillette, you need and should be a man who is held accountable of their actions. By using these techniques and appeals, Gillette has been recognized for this commercial, receiving 30 million views on YouTube.
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