Gillette Advertisements and Masculinity Change

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Questions and Answers

What phenomenon is suggested to have caused a crisis in masculinity during the time discussed?

Commercial masculinity (correct)

Emerging feminism

Traditional masculinity

Social media influence

What does metrosexuality emphasize as a masculine value?

Beauty and grooming (correct)

Traditional gender roles

Physical strength

Wealth and status

Who coined the term 'metrosexuality'?

Pan & Jamnia

Shugart

Peitsch

Mark Simpson (correct)

How did metrosexuality relate to hegemonic masculinity?

It retained masculine dominance through appearance. (B) Signup and view all the answers

In what year was the term 'metrosexuality' reintroduced after a brief period of decline?

2002 (D) Signup and view all the answers

What was a critical view of metrosexuality as described in the content?

It was perceived as a feminized masculinity. (D) Signup and view all the answers

What essential grooming ritual is highlighted in Gillette's advertisement?

Shaving (B) Signup and view all the answers

What characteristic was shown in the representation of the man in the Gillette ad?

Muscularly toned body (D) Signup and view all the answers

What is the primary purpose of purposive sampling in the context of this project?

To intentionally choose ads that align with the research objectives. (C) Signup and view all the answers

Which platforms were primarily used to access Gillette's ads for analysis?

YouTube and personal collections (B) Signup and view all the answers

How many Gillette ads are selected for analysis in the project?

Six (A) Signup and view all the answers

What benefits does the methodology provide for the research on masculinity in Gillette ads?

It enhances transparency and credibility of data analysis. (B) Signup and view all the answers

What is a notable characteristic of the ads selected from the 2010s?

They tend to have longer run times allowing for deeper narratives. (A) Signup and view all the answers

What time periods do the selected Gillette ads span?

1990s to 2010s (C) Signup and view all the answers

Why is it important to reflect on the data selection and analysis approach?

To assess the relevance and validity of the research process. (D) Signup and view all the answers

What differentiates the shorter ads from the longer ads in the analysis?

Longer ads often allow for more complex themes and narratives. (D) Signup and view all the answers

What is a key reason shorter ads are treated differently in the analysis?

Their limited scope restricts the analysis. (C) Signup and view all the answers

What epistemological approach is emphasized in the project?

Reality is socially constructed and context-dependent. (B) Signup and view all the answers

How does contemporary understanding of hegemonic masculinity affect the analysis?

It influences critical perspectives on earlier portrayals of masculinity. (D) Signup and view all the answers

What limitation exists concerning the dataset used in the project?

The dataset may omit relevant examples from the three decades. (D) Signup and view all the answers

What does the statement 'Predictability is impossible since human beings change in time and space' imply?

The understanding of masculinity is subject to change over time. (D) Signup and view all the answers

What is one major concern about the findings related to masculinity portrayal?

They may not be universally applicable due to social construction differences. (C) Signup and view all the answers

What is a characteristic of campaign-style ads in this analysis?

They offer a richer examination of various modalities. (B) Signup and view all the answers

Why is the selection of ads significant in this study?

It reflects the historical context of advertising during those decades. (B) Signup and view all the answers

What does the ad suggest about traditional ideals of masculinity?

They are evolving to include emotional expression. (A) Signup and view all the answers

How do movements like #HeForShe contribute to changing perceptions of masculinity?

They advocate for men to confront gender stereotypes. (C) Signup and view all the answers

What is indicated by Neymar Jr. taking on caregiving roles?

There's an increasing acceptance of diverse masculinity roles. (D) Signup and view all the answers

What is a characteristic of hegemonic masculinity as discussed?

It emphasizes success as valuable despite challenges. (B) Signup and view all the answers

What does the phrase 'THE BEST A MAN CAN GET, ISN’T ALWAYS PRETTY' imply?

Achieving excellence involves struggle and imperfection. (C) Signup and view all the answers

What common stereotype about men is challenged in contemporary ads?

Men should show no vulnerability. (C) Signup and view all the answers

What is a defining feature of inclusive masculinity as per the discussions?

It includes a positive attitude towards previously feminized behaviors. (D) Signup and view all the answers

How have societal views on male athletes' emotional expression changed?

They are encouraged to show vulnerability and openness. (D) Signup and view all the answers

What characterizes the action hero discourse in the advertisement?

Cool, stoic figure facing challenges (A) Signup and view all the answers

How is metrosexuality portrayed in the advertisement?

Calm atmosphere focusing on self-grooming (A) Signup and view all the answers

Which quality is traditionally associated with hypermasculinity as depicted in the ad?

Bravery and resilience (C) Signup and view all the answers

What moment in the advertisement suggests that the self-groomed masculinity is desirable?

A romantic interaction with a woman (C) Signup and view all the answers

How does hegemonic masculinity adapt according to societal changes, as suggested in the ad?

It blends traditional and emerging values (B) Signup and view all the answers

Which cinematographic elements are used to convey the action hero archetype?

Dramatic sound effects and fast-paced editing (C) Signup and view all the answers

What does the blending of two discourses of masculinity in the ad suggest about contemporary masculinity?

It is a blend of toughness and care (D) Signup and view all the answers

What does the advertisement suggest about men's commitment to a singular model of masculinity?

Men are free to explore various identities (C) Signup and view all the answers

What cultural shift occurred in mainstream media's portrayal of masculinity in the late 1990s?

Objectification and eroticization of the male body (C) Signup and view all the answers

How does Gillette's ad assert the heterosexuality of the portrayed male?

Through the scene with a woman approaching him after shaving (A) Signup and view all the answers

In the context of Gillette’s advertising, what role does the male character's occupation as a fighter pilot play?

It emphasizes traits of hegemonic masculinity (D) Signup and view all the answers

What term describes the opening up of male bodies to the gaze of both men and women, as discussed in the content?

Queering (C) Signup and view all the answers

What does the term 'metrosexuality' refer to in the context of the Gillette Fusion ad?

The blending of masculine and feminine traits in male presentation (A) Signup and view all the answers

What aspect of advertising does the term 'hegemonic masculinity' align with in the content?

Reinforcement of traditional and dominant masculine ideals (A) Signup and view all the answers

Which of the following is NOT a mode used in the Gillette Fusion ad to represent masculinity?

Surrealism (B) Signup and view all the answers

What is a common reaction to the explicit display of the male body in media ads?

Difficulties in managing the homoerotic potential (A) Signup and view all the answers

Study Notes

Semester Project

Topic: Razor Sharp Shifts: The Evolving Portrayal of Masculinity in Gillette's Advertisements and Its Reflection of Societal Change
Research Question: How has Gillette's portrayal of masculinity evolved in its advertisements from 1989 to nowadays, and in what ways does this evolution reflect changing societal expectations of men?
Authors: Michelle Kofod Leidecker & Thea Juhl Larsen
Degree: Culture, Communication, and Globalization
Course: Global Processes
Semester: 1st
Student IDs: Michelle: 20241125; Thea: 20241105
Submission date: December 18, 2024
Keystrokes: 115,324 characters (with spaces)

Introduction (page 3): This project explores how the portrayal of masculinity in advertising has evolved over time and how this reflects changing societal expectations of men. It uses Gillette as a case study due to their long history of advertising.
Methodology (page 4): The research uses a mixed approach, incorporating both inductive (identifying patterns from the ads) and deductive (applying existing theoretical frameworks) analysis. It employs Fairclough's three-dimensional model (textual analysis, discourse practice, social practice) to analyse the ads across three decades, 1990s, 2010s, and 2020s.
Epistemological stances (page 5): Interpretivism and hermeneutics are used to interpret the subjective knowledge, meanings, and actions within the social world.
Methodological approach (page 6): Qualitative research and case study research methods are used to examine how portrayals of masculinity have changed.
Multimodal text analysis (page 7): Examines the interactions between visual, textual, and audio elements within the ads.
Social practice (page 8): Considers the socio-cultural context and hegemonic masculinity as interpretative lenses.
Discursive practice (page 9): Examining intertextuality and interdiscursivity, how Gillette's ads relate to other media, social movements, and broader cultural discourses about masculinity.
Data collecting (page 9): The data collection method and rationale are described, and the use of YouTube is outlined.
Limitations (page 10): The limitations of the project, such as the difficulty in generalising results from a specific company and time periods, are acknowledged.
Ethical considerations (page 10): The project addresses ethical considerations, recognising that Gillette ads and gender roles are complex issues.
Literature Review(page 11): Presents a review of literature on gender and advertising, with a focus on the portrayal of women and men. Discusses the influence and critique of feminist thought and the use of hegemonic masculinity on advertisements. This discusses the historical context and social implications.
Trend 1: Female representation in ads (page 11): Examines the historical emphasis on female representations and lack of detailed research on masculinities. The literature review points out the imbalance in research toward female roles.
Trend 2: Masculinity portrayals in ads across industries (page 12): Reviews existing literature on hegemonic masculinity. This discusses the portrayal of masculinity in ads, within various industries, and how they reflect or challenge societal expectations of men.
Trend 3: Predominance of TDA over MMDA (page 13): The review points out the limited research into multimodal discourse analysis in the field of advertising. It argues for more comprehensive analyses including multimodal elements such as sound, visual imagery and how they contribute towards meaning-making in advertisements.
Theory - Hegemonic Masculinity (page 15): Explains Connell's theory of hegemonic masculinity, including its moral components, activity & doing, and accomplishments of masculinity in different social practices. The study critiques previous studies on hegemonic masculinity.
Analysis of ads from 1989, 1999, 2006, 2016, 2019 (multiple pages): Detailed analyses of Gillette's advertisements from different years. Each analysis examines the ad's multimodal text, discursive practice, and social practice to explore how these elements create the meaning of masculinity.
Conclusion (page 54): Summarizes the project's findings, emphasizing how Gillette's portrayal of masculinity has evolved.
Bibliography (page 55-65): Provides full list of sources used in the project..

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Description

This project analyzes the evolving portrayal of masculinity in Gillette's advertisements from 1989 to the present. It delves into how these changes reflect broader societal expectations of men over the years, providing insights into cultural shifts and communication methodologies.