Unilever, Hypocryte Much?

I always use Dove body wash to stay squeaky clean. The smell of axe is putrid and I don’t know how people actually enjoy the wicked odor. I have sort of known about the Dove Campaign for Real Beauty, but I haven’t gone into deep consideration about it until now. I never would have realized that Dove and Axe were created by the same parent company, Unilever, because both of their views contradict each other. This is like an irresponsible parent company that can’t keep its views straight.

The Dove Campaign for Real Beauty is empowering to women that feel self conscious. It shows them that their natural self is more beautiful than using an enormous amount of beauty products, which wastes both money and time. They use a series of advertisements to convince people that the media beauty is unrealistic. I think this is a wonderful campaign and it will help bring self-confidence to the people in need of it. This displays a positive message unlike its counterpart.

The Axe commercials, which are ironically run by the same company, are rather degrading to women. They illustrate that their body spray can attract women instantly and making them go crazy over the user. Men that spray Axe all over their body will supposedly attract all kinds of “sexy” women that will tend to their every whim. This seems ridiculous and extremely sexist. Luckily, probably only one out of ten guys actually believes this tall tale and soon they will realize this falseness. The other nine out of ten guys will probably find this disgusting and frown upon their crude advertisement scheme.

I have seen several Axe advertisements and they are all amusing. The girls are chasing the guy in the emergency exit sign just because he used axe. They take normal signs and add a little bit of humour to them lightening the mood. Also, another entertaining ad is the one where all the sharpeners stand up just for the pencil. I bet a lot of pens and crayons are jealous of that pencil, I would be. Although these advertisements are sexist, they are also comical, which a pretty neat technique.

Unilever should straighten out their views since they are a large corporation. It seems odd why they might decide to contradict their own message, but it might be an advertisement technique that I can’t understand. They should at least change one of their campaigns, preferably the Axe campaign, so that they won’t challenge each other and people will take their company more serious.