To lecture someone on morality is implicitly to assume moral superiority over them. Adults do this to children, but not (unless they are clergy) to other adults.
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Though they may not say so explicitly, I think that's what bothers people about the Gillette ad. They're being talked down to, and moreover by people who are unlikely to be in any position to, unless the ad industry has recently become a bastion of saintliness.
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Replying to @paulg
Adverts have always presented moral ideals. People don't like this advert because it is negative. Men are shown to be not doing enough already and needing to take more control over the actions of other men.
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It's negative because it screams "you need to do better". It erases the good men that already do this. It dictates that we take extra responsibility when it is clearly problematic for us to exert even more control over the world.
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It's simply doesn't understand us or the environment we are part of enough to give us reasonable advice that could have a positive effect. But it professes the moral and logical authority to lead a change in masculinity. I'm not angry though: whatever sells more razors.
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