Some of you may recall Dove's Campaign for Real Beauty from our Unit 3 Media Madness Seminar or from your own experience. So just to review, back in 2004, Dove launched this compelling campaign, targeting women, reminding us that everyone is beautiful in their unique way. A powerful message is sent to all those who listen to the campaign. Here is their mission statement. Dove truly wants women to realize the kind of effects that the media has and how often we are all bombarded with images that make us question our own beauty and make our self-esteem plummet.
You may also be familiar with the Axe Body Spray Axe Effect Campaign Ads. In these commercials, you can see men using Axe Body Spray, which results in women chasing, sometimes frantically and irresistibly after them. Leading men to believe that this would actually happen if only they used this product! (Seriously?!)
Axe and Dove seem to have contradicting messages, but here's the kicker: they are owned by the same parent company - UNILEVER!! This is a company that has been named as one of the World's Most Ethical companies in 2009 by the Ethisphere Institute. So how can this be right? One parent company overseeing two "kid" companies with completely opposing viewpoints.
Here's something to blog about:
1) How do you feel about the Dove Campaign for Real Beauty? Does it make you feel better about yourself or do you see it as just another marketing grab?
2) How do you feel about the Axe Effect Campaign? Does it make you laugh hysterically or roll your eyes in disgust? Explain.
3) Do you think a "parent" company has some ethical responsibilty to ensure that all of its different sectors uphold the same sort of beliefs and values? Why or why not?
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