Differences in Gillette's Old and New Advertisments

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Recommended: Advertising in the 20th century

In the novel Brave New World, Aldous Huxley portrays a futuristic world to the readers, enabling them to compare the present society to the future culture. Similarly, by analyzing the ads of 1950's and the 21st Century, we can compare the societies of the past and the present. The Gillette Company was founded approximately a hundred years ago. The company has been making ads through out the last century to popularize their products. By exploring these Gillette ads, we can gather facts about the market system and consumer demands during the time periods where the ads emerged. The Gillette ads from the 1950's to 2004 portray the declining competitiveness and consumer growth of the expanding Gillette razor industry.

After the World War II, the Gillette Industry enjoyed a breathtaking rise due to their unique products and advertisements. One of the ads of the 1950's illustrates the introduction of the Super Blue Blade which would probably be the "most important shaving advance in the past 20 years" (Display Ad 198). The ad indirectly explains that Gillette in the 1950's had to come up with new ideas for their products in order to meet the market expectations and high competition. The market expectations or the consumers preferred more advanced products. Due to this preference and highly competitive market, Gillette had to constantly upgrade their products. The ad also reflects that due to slow production, the product may be "limited in the immediate future" (Display Ad 198). This feature of the ad explains that although Gillette lacked high technology to produce goods on time, the demands were high, as the buyers preferred their superior products rather than the old products provided by Gillette's competitors. In the 21st Centur...

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...not mention Gillette's foreign marketing due to lack of competition and the fact that Gillette has expanded to such an extent due to high consumer growth that it is instilled in almost every country.

The old Gillette ads reflect the innovative requirements of the company's products due to high competition and demand from men. The competition eventually led to fair pricing of the products. The mid - Twentieth Century ads also illustrate the Gillette industry establishing a base in the foreign market. The new ads reflect the monopoly of Gillette, thus leading to their high priced products. The ads now also focus on feminine and the gay market, reflecting consumer increase and the change in society's feelings towards equality. Thus, the old and new Gillette ads depict the expanding Gillette industry due to diminishing market competition and rise in consumers.

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