Når merkevarer melder seg på samfunnsdebatten : En casestudie av Gillettes kampanje «The Best Men Can Be»

Abstract

The thesis investigates how Gillette engages in social debate in their campaign «The Best Men Can Be» which was launched in 2019. The objects of study are thus the campaign’s video advertisement and website. The campaign was by many viewed as controversial and was accused of promoting a problematic image of men and masculinity. With a text analytical approach this case study examines both rhetorical strategies and how the campaign contributes to Gillette’s positioning in the social discourse. Through interdisciplinary perspectives from marketing, corporate social responsibility, gender studies, rhetoric’s and film theory it also investigates how the campaign utilizes the metoo-movement and the concept of toxic masculinity to position itself strategically. The analysis shows that the narrating ethos and the storytelling pathos use both explicit and implicit argumentation to promote the message. This is for example done through the commercial’s agents who thematize different aspects of toxic masculinity such as bullying, violence and harassment. The narrator functions as a moral judge who deems this behavior as negative and encourages men to change in order to become the best version of themselves. By rejecting established products of hegemonic masculinity, Gillette promotes a new form of masculinity which is caring and conflict solving. Charitable donations to non-profit organizations assisting men in becoming better role models contributes to positioning the company as a progressive agent engaged in social corporate responsibility.