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This add starts off talking about how men have specific expectations on how to act in life. According to society, men are almost required to like certain things and behave a certain way in order to fight into the world as men. Because of these social constructs of acting like a "man", many do not feel comfortable to be themselves because they want to be able to fight in. AXE wants to challenge society and break down these constructs in order for men to able to feel comfortable to live their lives being their true selves. -hahle taylor

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The social construct that the ads speaks on is about "Boys will be Boys" This phrase is used to justifies the action of boys as a natural actions boys display.The ad challenges this social construct with "The best a man can get" and shows other men being role models. Challenging that masculinity and sexual harassment are learn't and are not the best a man can get from other men. Ads states the men of today are models for the men of tomorrow.

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In this advertisement by Gillette, the company exposes some negatives that go along with masculinity. Fighting is one way a man might show his dominance and we justify violence with the common phrase, "boys will boys." Gillette reveals that men are the main perpetrators of sexual assault by displaying an array of news reports and TV shows in which a man gropes a woman as "comedy." A boy is shown as having a mental breakdown because he is being cyber-bullied. The only person he can talk to is his mother, otherwise he will continue being bullied for expressing emotion. The company transitions from its controversial past into a newly represented campaign, "the best a man can be." This ideal is expressed through scenarios in which men change their former erratic behavior into how a man should truly behave.

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This commercial talks about the opposite society think men should like or be. This commercial questions men's sexuality and bringing things relating to femininity. This commercial is different than what we are use to seeing. When I think of Axe I think of commercials with men who are in the arms of a woman. This brings awareness to anxiety and depression of men that society doesn't bring up.

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In society, men are faced with many expectations that can actually be harmful to their life. In the beginning of the ad a statistic is presented that 72% of men have been told how a "real man" should behave. Throughout the ad there are many questions that are asked such as "is it okay for guys to be skinny, is it okay for guys to be experiment with their sexuality, is it okay for guys to have long hair", etc. The harmful social constructs that take place in our society have caused men to feel like being themselves is not okay because it may be seen as not manly enough.

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In the Harry´s shaving video the harmful constructs shown are the dictatorship of society. Something as little as shaving or not determines whether you posses masculinity traits. how the need to fit in with society norms and expectations challenge your personal decisions. I think the evolution of not being able to shave,having to shave and lastly being able to shave of not shows that people are resisting social norms. In my opinion I agree with the video if men chose to shave or not to shave it in no way should be degrading to anyone.

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This commercial addresses the social construct of gender norms. This commercial challenges harmful social constructs by not telling men what, when, and why they should or should shave. In other words, Harry's is not suggesting men should shave at all. Instead, Harry's presents itself in the commercial as an option if men wants to shave. The commercial uses Anaphora with the phase "you can shave." This means to the viewers that they have a choice because "they can" while other ads insist to the viewers that "they must/should." Also, the ad suggests that men can or do not have to be exemplary. This ad assures its male viewers that men do not have to live up to the gender norms where a shaven man is clean or a man with a beard is dirty or lazy. Thus, this ads tackle the gender norms of having a beard or no beard in which it is perfectly fine to have whatever facial style a man wants whether its a long beard, clean-shaved, or somewhere in between.

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This commercial challenges the social construct that men must always act masculine and they shouldn't ever be associated with femininity. AXE promotes the idea that men can be whoever they want to be as long as they are staying true to themselves. The commercial shows the types of struggles men may face, such as being insecure about their appearance or not liking "manly" things like sports. They bring awareness to the fact that a lot of men think about these things and you are not alone when trying to challenge society's expectations.
- Aliah Delgado

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The Gillette ad challenges toxic masculinity, bullying, and sexual harassment.  These issues are often overlooked by people who make excuses like "boys will be boys".  The ad exposes the harm that these issues cause, and advocates for men to do the right thing.  They should treat women and other men with respect. Finally, Gillette revises their "best a man can get" ad to "the best men can be" in order to show how a change needs to be made in men's behavior instead of just ignoring the issues that have harmed so many people.

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Gillette production starts of their commercial with overlapping audio, specifically audio that sounds like they are news. By incorporating this, it attracts the audience and have them think how serious the issue is that is being spoken of. In this case they showed that bullying and sexual harassment came from mostly men and that that should change. Furthermore, they defy their own definition of what a man is when exposing and breaking the stage set from the previous commercial they did with the continuous problem in society. They also continue to show us they ways of ¨men¨ that are supposedly manly yet are just acts of arrogance and cowardliness, when stating how even society accepts things to be film for entertainment as it should not. In the end they try to transform these bad habits of people and men by saying what a man is actually like and indicating that it is the person who speaks out and does the good in society. At the very end of the video they include the movement and link to gain more people in this interest.

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Harry's Shaving ad challenge the social harmful construct of the idea of men and transgender men having a choice of shaving. The ideas of whether or not you want to shave for different reasons, Harry's ad reassured that you have an option. Harry's ad brings up the stereotype of masculinity of shaving option back in the day in which represents how men were to be seen masculine if even they had the option or not. Having to follow a stereotype was the point that Harry's was trying to point out as well. Now men have the option whether the reasons consists but as long as your free and you. It doesn't make you "less masculine" for wanting or having options. - Melissa Soto

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My commercial challenges harmful social social constructs by identifying the identities and associations men are connected to, such as sexual harassment and assault and masculinity. Through the commercial they use the phrase "is this best a man can get" by showing the actions that men have been doing of far to long aren't acceptable and are not an appropriate way for men to act and get a reputation for what men are. Furthermore, the ways in which society and men have found phrases and words to make excuses for themselves, are no longer acceptable, such as "boys will be boys", which justifies boys and men actions because "that's how they are created and should act". In addition with the fact that they acknowledge how when men do injust things, and just laugh it off, Gillette was able to illustrate how society as just accepted the violence, harassment, and inconsiderate actions of men, yet the company wants that to change, and the men who use their products won't apply as that kind of man.

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I believe that this commercial challenges social conduct because shaving was seen as a symbolic reference to choice on behalf of men in the past compared to know. At the beginning they mention how "men couldn't always shape back into another day" but now they have a choice to "shave". I think this symbolically represents how back into the day, men were more prone to fitting the masculine aspect in society and while that is still seen now, they have more of this choice, this freedom to break free from this role if they choose too. It is uplifting that they can break free from this gender role. Symbolically refrencing , they choose when to shave.

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The Axe ad challenges harmful constructs of men afraid to show any sort of trait that can be linked to femininity like not liking sports, wearing pink, long hair. It also challenges the construct of mental health issues being expressed by men like anxiety and or depression. Furthermore the video challenges sexual aspects of sexuality within men. The video challenges these aspects by ending the video with the question "is it okay for guys to be themselves? ". This question puts into perspective that these traits are what make some men who they are and they should not be afraid to express who they really are, challenging the social standard of what a man should be like. - Irving Z

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We Believe: The Best Men Can Be | Gillette (Short Film)