Entry #4
2009-2010
Back in 2004 Dove started their Campaign for Real Beauty. This campaign was targeted at woman - telling us and encouraging us to realize that everyone is beautiful in their own unique way. A powerful message is being sent out to all who listen to this campaign. Here is their mission statement. Dove really wants woman to realize the kind of effects that the media has and how often we are all bombarded with images that can makes us all question if we are truly beautiful.
Later Axe Body spray started their Axe Effect Campaign Ads. Many of us are already very aware of what these commercials are like, men using spray - and women chasing after them. Leading men to believe that using this spray will truly make this happen! (as if!!!)
Here is the KICKER!!! Axe and Dove are owned by the same parent company - UNILEVER!!! (This is a company who has been named as one of the 2009 World's Most Ethical Companies list by the Ethisphere Institute.) So tell me this - how can this be right - one parent company with two "kid" companies with two completely opposing views!
So here is some food for thought....
1) How do you feel about the Dove Campaign for Real Beauty? Do some quick research if you don't know what this is about because it is worth knowing.
2) How do you feel about the Axe Effect Campaign? Does it make you laugh hysterically or roll your eyes in disgust? Tell me why?
3) Do you think that a 'parent' company has some responsibility in ensure that all of their different sectors uphold the same sort of beliefs and values? Tell me why or why not.
