Although Gilette’s most recent advertisement has received harsh backlash from the majority of
its viewers, it is an accurate comment on the state of masculinity in American culture due to its
accurate depiction of modern toxic masculinity as well as its representation of the steps that
have been taken and need to be further taken in regards to solving this issue.
The advertisement depicts the qualities of stereotypical masculinity‑‑aggressive, tough,
dominant, easily able to get women‑‑through showing some of the common bad behaviors of
men. Bullying. Fighting. Objectifying women. Treating others, especially women, as inferior.
These are toxic behaviors that have been excused for decades as these actions are deemed
“masculine” and that “boys will be boys”.
In the past year, however, large steps have been taken to redefine what it means to be
“masculine”. Sexual harassment has become an issue that many are open about. More men are
valuing and empowering women. An increasing number of men are condemning violent
actions. Things are getting better.
However, there is still much to be improved. Though the advertisement recognizes society’s
improvement in redefining masculinity, it also acknowledges that “some is not enough”.
Several men are still not being held accountable for their actions, a prominent example being
that just last year, only “5.7% of rape incidents ended in an arrest, 0.7% resulted in a felony
conviction and 0.6% resulted in incarceration” (Dam).
Although Gilette’s statement that men today need to set a better example of what
“masculinity” is so as to create a better future for boys who are growing up right now is not
exactly the message that America wants to hear, shown by the immense backlash, is the
message that America needs to hear.
Dam, Andrew Van. “Less than 1% of Rapes Lead to Felony Convictions. At Least 89% of Victims
Face Emotional and Physical Consequences.” The Washington Post, WP Company, 6 Oct. 2018,
www.washingtonpost.com/business/2018/10/06/less‑than‑percent‑rapes‑lead‑felony‑convictio
ns‑least‑percent‑victims‑face‑emotional‑physical‑consequences/?utm_term=.bd5063ab367e.
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