The Age of Affirmational Marketing Has Arrived

Why Schick's latest campaign, featuring a bunch of ordinary guys, is yet another blow to traditional aspirational marketing

Traditionally, marketing tends to be aspirational, featuring good-looking people living a life most everyone wants. The characters in these ad campaigns have big homes, luxury cars and high-paying careers. They go on ski trips and relax on sunny beaches. All their friends and family members are affluent—and gorgeous.

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