The "New American" the "Gillette Champions"

The Gillette Company


Worldwide manufacture and marketing of consumer products in the areas of grooming, batteries and oral care.

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Follow the link above for the Gillette page, scroll around to the Gillette Champions window, click & enter the window. The page shows an array of superstars in the world of sport, all claiming to use the best products ie Gillette, as Champions.


The Gillette Company is one of the leading global suppliers in grooming & personal hygiene products, based in Boston Mass.

"They are a mixture of English, Scotch, Irish, French, Dutch, German ands Swedes. From this promiscuous breed, that race now called Americans have arisen..."

" What then is the American, this new man?"

I think what De Crevecoeur describes here about those who become American in this melting pot is shown by the stars in the Gillette Champions webpage. They are stars from far & wide claiming to use American products, that lead us the consumer's to think we can become a (New & Improved) being. We are encouraged because the Champions use it so we can too, perhaps suggesting that we can become a New Man, a Champion & American ??? Its very idealistic but that is apart of what America is an ideal.

De Crevecoeur also mentions that settlers who leave behind nothing & settle in America where they can make something, where no one can become someone.

"Formerly they were not numbered in any civil lists of their country, except in those of the poor; he they rank as citizens."

America as a nation loves the idea that people can become something, it loves to be competitive & so the idea of champions. So, to use the American product advertised using an American ideal with Champions recognised by America, is to include us as Americans in a way. Because the reality is we are exposed by 'Consumerism' & 'Globalisation', Selling ideals????