The last you heard from me I was working on a research paper. Since then, I have written a rough and final draft, and finished the course I was working on the paper for. I aced the paper in case you were wondering.
So now, I get to provide you with some fun information I discovered. I think I will do this in multiple parts, each blog on a different topic I covered in my paper.
This is the parent company of several brands, including Dove.
Dove began its Campaign for Real Beauty in 2004, using “real women” of many shapes, sizes and ages rather than professional models in its advertisements. Some of you may recall seeing the short film/commercial “Evolution” (look it up on YouTube if you haven’t!) This film shows a women being transformed from average to model-like, with makeup application, hairstyling and the wonders of Photoshop. The film has won two Grand Prix Cannes Advertising Awards and has millions of views on YouTube. Quite a success!
Unilever also owns another company with award winning advertisements…
Axe. This brand’s advertisements are quite the opposite of Dove’s. Axe boasts taglines like “It can happen anywhere, the Axe effect” and “How dirty boys get clean.” Many of Axe’s advertisements use the kinds of models that Dove is trying to eliminate. One advertisement in particular seems to promote multiple “encounters” with women… four towels are shown next to a shower, labeled “his,” “hers,” “her sister’s” and “her roommate’s.”
Some have criticized Unilever for promoting two very different viewpoints, and their spokesperson Anita Larson is quoted as saying “Unilever is a large global company with many brand in our portfolio. Each brand effort is tailored to reflect the unique interests and needs of its audience.”
So, what do you think? Do you think Unilever is right to promote such different viewpoints for different brands? Do you feel tricked upon discovering the same company that promotes Dove’s “real beauty” also creates raunchy ads for Axe? Are consumers too touchy?