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"Real Clear Life" featured Pace University’s Lubin School of Business marketing professor Larry Chiagouris in "A Tale of Two Ads: Bumble vs. Gillette in the Age of #MeToo"

01/18/2019 News Release Image

"Real Clear Life" featured Pace University’s Lubin School of Business marketing professor Larry Chiagouris in "A Tale of Two Ads: Bumble vs. Gillette in the Age of #MeToo"

Two #MeToo-themed spots, one starring Serena Williams, sparked very different reactions.

It was the best of the internet, it was the worst of the internet.

Earlier this week, two advertisements — one from Gillette, “the best a man can get” as far as shaving is concerned, and one from a dating app called Bumble — hit the World Wide Web.

Though their content is not quite the same, both spots were clearly made with the “MeToo” movement in mind and contain messages of change and refusing to accept the status quo with regard to female empowerment and traditional, albeit largely sexist, gender roles.

Though similar, both ads garnered very different reactions in the kangaroo court of public opinion.

Just days after the Gillette ad aired, articles condemning it flooded the internet. Many had similar themes, like one entitled “The celebrated new Gillette ad proves even MeToo can be co-opted by the male-dominated capitalist machine,” that ran in The IndependentAnother called “Capitalism is co-opting, & ruining, the feminist movement” posted in Huck Magazineand one Associated Press story included a negative take from a Pace University marketing professor.

“Treating people with respect, who can argue with that, but they’re kind of late to the party here, that’s the biggest problem,” Pace’s Larry Chiagouris told the AP. “It’s gratuitous and self-serving.”

Read the full article.