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

2020

Master's thesis in Social communication (KOM501) 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 …