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Gillette Advert Analysis

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Nicholas Shortridge Professor Bettini English 1010-030 19 October 2016 So Simple Even a Baby Can Do It: An Analysis of an Early Gillette Advertisement Who would have ever thought that an advertisement about a baby shaving would change the perspective on wet shaving in the early 20th century? Gillette shaving company changed the world of grooming in the early 20th century when they created the safety razors in 1901 as a replacement to straight razors. Issues that the safety razors replaced were stropping and honing. Honing is the process of sharpening the razor, while stropping is smoothing and shaping the edge of the razor. One particular add that showed this changed used a baby holding razor. By including slogans related to the Gillette safety …show more content…

Due to the tile pattern background in the advertisement viewers make the logical assumption that this is taking place in a bathroom. The use of repeating no encourages the reader that stropping and honing will no longer be a problem while shaving as long as the user purchase the Gillette safety razor presented in the advertisement. Gillette’s use of the adjective safety before razor that makes viewers believe that their product has been designed to protect the shaver from cuts or scrapes. Additionally, the spatial order of the advertisement draws the viewer to the baby before anything else. The Gillette advertisement details an important process in shaving by arranging shaving cream on a viewable side of the baby’s …show more content…

While this may be the most important technique it can be hard to establish credibility or character by a picture without a bunch of words or information. The ad also appeals to the ethos of the buyer by displaying that Gillette can be trusted by people of all ages even an infant. The smiling facial expression of the baby exudes a confidence in not only the child, but Gillette’s ability to successfully deliver the product to possible buyers. At the bottom of the page this ad was sponsored by a sporting goods company. This company sold weapons and sporting goods equipment to the general public. The WM. R. Burkhard Sporting Goods company was based out of St Paul Minnesota by a man named William R. Burkhard. This adds credibility because Gillette has another company backing their product. The biggest reason this works is because most people shopping at the sporting goods and weapons company are most likely males of all ages just like who the creators of the Gillette advertisement intended their advertisement for. In this particular ad it can appeal to your ethos in two major ways such as, the use of a big name company like Gillette and they have been backed by a sporting goods company out of

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