Analysis of Gilette

Gilette Advert

In the Gillette advert the constant idea of success and achievement is repeated through the use of the slogan “the best a man can get” which gives the preferred reading to the audience that a man needs to have this particular product because it is the best compared to other substitutes. Furthermore, the narrative and plot of the advert which shows a man winning a football game, a man at an office job, and picking up a baby as well as bonding with his son is really versatile and therefore allows Gillette to appeal to a wider audience and different age groups of boys and men whilst also emphasizing the idea of success and winning.

The Gillette advert represents the 'all American guy' stereotype as he is able to hold a successful office job, have a great relationship with his son and is athletic by winning his football game, the oppositional reading to this advert is that the advert is very sexist towards men as they are expected to be good at sports, have a steady successful job, look after his family and be the typical 'breadwinner'.

the advert tries to appeal to all aspects of a male audience, but however does disregard homosexual and other members of the LGBT community that would use their product, and would respond to this advert by feeling as if they weren't masculine or a real 'man' as the advert suggests in the slogan. On the other hand the advert does appeal to younger athletic men who are into sports, men in office jobs and who are more conservative as well as men who have families and sons whom they can recommend the product to.

George Gerbners cultivation theory relates well to this advert as it shows how when ideas of masculinity are constantly repeated and seen by an audience it does influence how we view the world around us for example it creates stereotypes, much like the stereotype which is displayed in the advert of masculinity and real 'men'.
Furthermore Stuart Halls reception theory also ties in really well with this advert as a oppositional or preferred reading can be drawn after watching it, as the preferred shows how Gillette is the best and is used by all successful men and that is why the male man in the audience needs this product. Although the oppositional reading shows how the advert dismisses men of different sexualities and identities in society today as they suggest that they are not real 'men' and worthy of the product as they don't fit into any of these typical masculine stereotypes.