Shaving Ads

Troy Goodall’s Schick and Tim Tadder’s Gillette campaigns are stereotype-based approaches targeted towards men to convince them to shave. Each photographer’s model is positioned in 3/4 profile shots, facing 45 degrees away from the camera. This is a more define feature revealing both the broadside of the model’s face.

Schick’s Free Your Skin campaign portrays a hippie with an animal clinging to the model’s face. The message conveys a humorous, subliminal approach to encourage men to clean up their appearance. Goodall’s model is an average older man who looks rather sophisticated and casual. His relaxed appearance also mimics the grey tones of his attire and the background. His body is positioned as a frontal shot looking off to the left, disengaged from the audience. The image reflects on how a viewer might respond to an individual’s choice of appearance. The choice of lighting also reveals he broadside of the model’s face and beard as the focal point.

Gillette’s Fusion ProGlide campaign portrays a hairless football athlete. The message conveys a direct approach as a result of how a man will look after a clean shave. Tadder’s model is a young man within the sports industry. His photograph is taken from the chest up, looking fully engaged and directly at the audience. His appearance heavily emphasizes on how well Gillette’s razor works. Tadder’s choice of broadside lighting defines and frames the model’s face as the focal point. The high contrast of the image also reflects on the importance of well grooming and the razor’s longevity.

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