(A modern AXE advertisement as depicted above. The target audience for the present day body spray is male with a strong focus on the female sex appeal.)
The advertisement above is a magazine spread. During 1960s America, magazine spread advertisements played a major role in gaining public attention for a product. Although they play a role in today’s advertisement market, they are not as large as the television/media market for advertising. Although as seen in the ad above, Right Guard still does target women today, it mainly targets the male market for which the product is optimized for.
Seen in this advertisement video from present day America, Gillette has changed its Right Guard ad to target the different cultural norms and mentality of the 21st century. With Mad Men as a lens, we are able to see the evolution of advertising from 1960s America to the present day through a company that has successfully thrived through diversifying its advertisement methods based on the changing of time periods. Keep on the cutting edge Gillette!
Articles referenced: http://www.fundinguniverse.com/company-histories/the-gillette-company-history/