Quick comment on the Gillette commercial. (If thats the one that was in the news recently. Havent seen it then, and now..
)
Thats just the advertisers playing everyone..
Dont take the bait.
Here is how 'it worked' conceptually.
"Super PC - why can't we have more caring characteristics in men" is a "trend".
Gillette marketing department sees it, captures it in a spot. They know that this will provoke. They know that PC culture and left wing (you neednt make this political though) progressive positions are on their side.
'Culture war' breaks out. Media outlets write about the horrible right wing yesterdayers who conjured up boycott campaigns.
In the end it even gets talked about in here == FREE PUBLICITY.
Now here is the calculation on the part of the ad department:
1. Its a trend
2. Its controversial
3. People who get triggered by this are a minority
4. PC and public morals will be on their side.
5. Most people orient themselves around what everyone else says
They've got all the big groups of people covered. They can promote a controversial issue. They get news coverage. They don't get burned in any way.
Its the perfect PR/marketing ploy.
//
Lets look at the "issue" here. Are 'romantic' interpersonal relationships something where 'power differences' (which can change situationally, playfully...) exist? Yes. Will this change? No.
Lets say - this becomes a "new default" for all young people growing up. This might hold for the first few relationships they are in, then they'll probably realize, that this - is still a thing - sometimes. (
https://thoughtcatalog.com/anonymou...ask-if-they-can-kiss-me-and-i-blame-feminism/ , there were more prominent recent (after metoo) articles on this 'concept' as well, but this is the first one I found on google.)
Now, dont be idiots, dont be jerks, dont go out and rape people (*duh*), and you'll be fine.
You cant be "de-emasculated" by a "be more considerate" movement.
Also understand who these ads target. Young, impressionable males, who are deciding on what razors to buy for the rest of their lives. No one is taking anything away from you.
People are playing to current societal trends. (Poor generation being young and still naive right now..
)
The field is large, human psyche is complex and not rational. No one is asking you to give up your 'male ideals'. If during courtship 'being more considerate' becomes a trend. It wouldnt be the worst. (In other relationships it wont matter as much.) But thats on the level of in 16th century europe: Everyone wore powdered white wigs.
Doesnt change human psyche.
Dont be stupid and get up in arms about this one.
Or simpler. Just never do what ads insist you do. In general. Your IQ (EQ rather) raises by about 20 points automatically.