L K Razor’s Edge

age that mimic the dimensions of a movie screen; you see them on anything intended for release in theaters. e implication is that this advertisement is Important Cinema, with an important message for its audience, which, in a sense, it does. Several additional surreal details, including a chorus line of grilling dads, evoke the style of art-house filmmaking. e official video on YouTube even labels it a “Short Film.” “We Believe” mimics the aesthetics of filmmaking (which advertising is usually excluded from) in an attempt to associate itself with serious, more genuine art. It advocates for the kind of self-reflection and systemic change that can be found in this genuine art, but all its depth and sincerity intend to sell you razors.

Any emotional appeal the ad makes relies heavily on its style; without the trappings of Serious Cinema, the swelling score and heartfelt narration come across as overwrought. It implores men to curb toxic habits and to set a better example for their children. e viewer is encouraged to feel hopeful. For example, the bright-eyed boys are shown as the next generation of men who will be better than their elders, but only if we all support the great, benevolent company. “We Believe” makes few appeals to logic. Misogyny and razors are only tenuously connected, and logically, the quality of razors has nothing to do with gender. e notion that women are obligated to remove body hair while men aren’t does bring together gender and razors, but the ad isn’t concerned with this—it doesn’t really seem to care what women think. e connection is obviously logically inconsistent, but that doesn’t matter, as long as Gillette’s brand is associated with progress and hope in the minds of consumers.

At the risk of engaging in conspiracy theories, I suspect this ad has two intended audiences: feminists who will appreciate a razor company is telling men not to be total ogres, and men who are total ogres who will be outraged that a razor company is telling them what to do. e feminists might consider supporting this brave company taking a stand against sexual harassment in order to sell their products. e ogres as a target audience is, in

my opinion, the more interesting decision; advertising that appeals to progressive social values isn’t exactly new. I can’t say if the backlash itself was engineered, but it had to have been expected. ere is a small, if vocal portion of the internet who will lose their minds at any vague gesture towards feminism. eir online temper-tantrums can’t do much to Gillette itself- hurt feelings are for puny humans, but they can and will draw attention to the very thing they are angry about. Gillette is encroaching on real life; by prompting discourse, it extends its ability to advertise from the advertising-saturated internet into the conversations that real people have.

Gillette isn’t wrong to associate progress with optimism and joy and hope; a future world that is safer for women is something to strive for, but it is wrong to associate itself with that progress. It is, ultimately, a company driven by profit. It may be interested in social change, but not social change that might wound its precious bottom line. Advertising that harnesses any kind of social movement is inherently exploitative; as much as a company may profess to care deeply for the timely social movement, it is trying to appeal to you. Any political stance is carefully considered for potential risk and social benefits; there is no personal connection, no conviction, no desire for freedom or justice or good because it is a corporation; it cannot feel. Anthropomorphizing itself, convincing you that it is principled, self-aware, and conscientious is just more advertising. You should never care for a company the way you care for a person—loving other people makes you human, and loving a company makes you a customer.

Diversity and Inspiration

A P

The 2014 Apple ad, “Inclusion Inspires Innovation” conveys a strong message of diversity by displaying that the people who work for Apple are all different. Apple chose the theme of diversity to encourage people of all races and genders to buy its products. During the majority of Apple’s existence, it has been the most sought-after technology brand and this advertisement gives consumers more reasons to use Apple products. roughout this ad, Apple appeals to pathos to convince people to be lifelong Apple users, not just to buy one product.

A crucial message displayed throughout this ad is “diversity inspires innovation and creativity.” In a diverse environment, everyone is treated equally and there is a surplus of opportunities for anyone. When everyone is treated with the same potential, they’re likely to be more confident in sharing their ideas because they feel safe. In this type of environment, creativity will flourish because everyone is being treated equally. People in this environment are empowered to do their best, which helps Apple products become even better.

Apple strategically uses clips of people smiling to suggest that Apple employees are happy and friendly. By exhibiting this, Apple makes people aware that they run a diverse and pleasant