Gillette and the Defining of Male Masculinity Analytical Essay

Gillette and the Defining of Male Masculinity
This paper discusses how Gillette's slogan helped to define male masculinity.
# 147659 | 5,781 words | 14 sources | MLA | 2011 | CA

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In this article, the writer defines how campaign slogans and the use of advertisements help shape the male image. The writer points out that the use of tag words, color design and male gender items have all contributed to the new 'masculinity' we see in today's society. The writer examines the issues around defining "masculinity" and the role that company slogans play on the male gender role. The writer presents an examination of Proctor and Gamble's "the best a man can get" campaign and the effects it has had on the male image in the United Kingdom.

Literary Review
Societal Shift
Media Influence

From the Paper:

"It is difficult to measure and identify masculinity. Over the centuries sociologists and psychologists have tried to depict what defines a male. There are many factors to take into consideration when compiling a theory on the attributes and characteristics on masculinity. Some theorists argue that it is the common view of society that plays a key role in the ideal and self-identity of the man. While others stipulate that it is the familial structure that is the direct affect to creating masculinity. In either case, most theories are based on the idea that external situations and experiences are the immediate relationship to defining masculinity and our view of what is considered to be male or female. The gender roles have been particularly defined in the consumer market. Product innovation and advertising campaigns have played a strong role in dividing the sexual characteristics. Companies are quick to leverage products that are geared at either men or women in their announcements, design and packaging. Tactics used by corporations to ensure stable yearly profits, have contributed in the characterization of the masculine image. The globalization of organizations as well as advancements in communication technology have allowed companies to reach a larger scale of consumers, which has also created a more diversified vision of what is meant in terms of masculinity."

Sample of Sources Used:

  • Roger Hornocks, Masculinity in Crisis. 1994
  • Barbara Fuller, Cultures of the World: Great Britain. 2005 Edition
  • Barbara Fuller, Cultures of the World: Britain. 1994 Edition
  • Ram Charan, A.G Lafley. The Game Changer. 2008
  • Garry Lyle, England. 2000

Cite this Analytical Essay:

APA Format

Gillette and the Defining of Male Masculinity (2011, May 29) Retrieved August 18, 2022, from

MLA Format

"Gillette and the Defining of Male Masculinity" 29 May 2011. Web. 18 August. 2022. <>