UNE professor weighs in on viral Gillette ad
A new advertisement by razor-maker Gillette promoting the ideals of the #MeToo movement is generating both praise and criticism.
The ad had more than 14 million views just days after its release.
The ad focuses on the ways in which men can challenge toxic masculinity and help boys become “the best a man can get.” The ad depicts men engaging in violence, bullying, or harassment, but concludes with scenes of other men intervening and successfully stopping such behavior.
‘NEWS CENTER Now’ on WCSH called on Julie Longua Peterson, Ph.D., associate professor of Psychology and program director of Women's and Gender Studies, for her opinion on why some people are upset by the ad.
She told reporter Cameron O’Brien that some people don’t believe aggression or sexual entitlement are problematically tied to the male-gender role.
“They believe in that aspect of masculinity, and to suggest that it is inappropriate or negative or toxic is making these individuals angry,” she told WCSH.
While the ad challenges audience assumptions about gender, and masculinity in particular, Peterson says companies produce these types of ads to market their products and to boost profits.
“We shouldn’t be fooled that these companies are doing this selflessly,” Peterson explained. “They are trying to make money and they do care about their bottom line.”