But ever since those ads appeared, ad critics and consumers have been wondering about how Unilever squares this advertising with advertising for Axe, whose overtly sexual ads often feature scantily clad, conventionally beautiful women who are seduced by men using Axe products. "How could the same company that launched Dove's Campaign for Real Beauty, celebrating women's natural appearance over media stereotypes, be behind the arguably degrading depictions of females in ads for Axe?" asked marketing experts from Northwestern's Kellogg School of Management in a 2012 case study.in a 2012 case study Dove responds to these criticisms by noting that each Unilever brand's advertising efforts "are tailored to reflect the unique interests and needs of its audience," as Dove Skin Vice President Fernando Machado writes in an email to U.S. News. However, while Dove and Axe do have profoundly different ad strategies, Machado also says that Axe ads, like Dove's, aim at consumers' self esteem: "Young men, like women, frequently suffer from poor self-esteem, lack of confidence and poor body image. Our advertising is primarily designed to give them a boost of confidence." He also emphasizes that Axe ads are intended as being "tongue-in-cheek." -- US News Article
Axe Clean and Dirty Ads. (n.d.). Retrieved October 10, 2014, from http://dnews.us/wp-content/uploads/2014/07/ axe-clean-dirty-ads.jpghttp://dnews.us/wp-content/uploads/2014/07/ "Celebrating Curves Poster" for Dove (by Ogilvy & Mather Advertising). (n.d.). Retrieved October 12, 2014, from http://www.adforum.com/creative-work/ad/player/51903 http://www.adforum.com/creative-work/ad/player/51903 Dove - Evolution Commercial (higher quality). (n.d.). Retrieved October 11, 2014, from https://www.youtube.com/watch?v=hibyAJOSW8U https://www.youtube.com/watch?v=hibyAJOSW8U Dove Real Beauty Sketches. (n.d.). Retrieved October 8, 2014, from https://www.youtube.com/watch?v=XpaOjMXyJGk https://www.youtube.com/watch?v=XpaOjMXyJGk Kurtzleben, D. (2013, April 13). Do Dove and Axe Sell the Same Message? Retrieved October 8, 2014, from http://www.usnews.com/news/articles/2013/04/18/unilever-faces-criticism-for-real-beauty-ad-campaign http://www.usnews.com/news/articles/2013/04/18/unilever-faces-criticism-for-real-beauty-ad-campaign Orlando Museum of Art. (n.d.). Retrieved October 9, 2014, from http://www.omart.org/exhibitions/david-rathman- stand-accidentshttp://www.omart.org/exhibitions/david-rathman- stand-accidents Smagula, H. (1983). Currents: Contemporary directions in the visual arts. Englewood Cliffs, N.J.: Prentice-Hall. Taylor, B. (2005). Contemporary art: Art since 1970. Upper Saddle River, NJ: Pearson Prentice Hall. VICTOR BURGIN FORMS OF TELLING. (n.d.). Retrieved October 9, 2014, from http://www.mgk- siegen.de/eng/press/press/press-releases/victor-burgin-forms-of-telling.htmlhttp://www.mgk- siegen.de/eng/press/press/press-releases/victor-burgin-forms-of-telling.html Works :Issac Cordal. (n.d.). Retrieved October 8, 2014, from http://cementeclipses.com/works/ References
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