id	author	title	date	pages	extension	mime	words	sentences	flesch	summary	cache	txt
work_z7tsh6lasbb2hoatnpd4u6nonu	Gry Høngsmark Knudsen	Changing Masculinity, One Ad at a Time	2020		.pdf	text/html	8751	684	60	We compare rhetorical strategies in two purpose branding campaigns, Lynx's Is it ok for guys (2017) and Gillette's The Best a Man Can Be (2019), to demonstrate how respective uses of formal and narrative tropes create vastly different narratives about masculinity and therefore also very different audience agency. Specifically, we analyse and compare the new brand narratives from Gillette and Lynx to understand the rhetorical strategies these two brands use in their communication on toxic masculinity. However, in 2019, Gillette turned its brand narrative upside down and began a conversation on toxic masculinity and men's responsibility to change it through their new slogan 'The Best a Man Can Be'. Where we, and previous advertising researchers, consider Western media culture to reach beyond national borders (Jenkins et al., 2013), the changes in space and time between the reception of Lynx's and Gillette's campaigns (with developments of #metoo beginning in October 2017 and Donald Trump's instatement as president in January 2017), were locally different.	./cache/work_z7tsh6lasbb2hoatnpd4u6nonu.pdf	./txt/work_z7tsh6lasbb2hoatnpd4u6nonu.txt