The Ethisphere Institute has chosen Unilever, the parent company of Dove and Axe, as one of the most ethical corporations of 2009. Dove started a campaign in 2004 to change the way the media and the beauty industry affects women, specifically impressionable young girls. Axe, Dove’s ‘sibling’ company, however, has a completely different view. Axe believes that its fragrance will attract model-like women to men. These are two conflicting views from the same corporation.
I am a fan of Dove’s campaign. It tries to show that looks can be deceiving (as the images of many models are altered greatly in Photoshop and other image manipulation programs), while trying to build the self-esteem of women who mistakenly associate beauty with appearance. Beauty is subjective, and does not relate only to physical appearances. I think that Dove’s advertising is effective and that it is promoting the right thing because it shows women why they should not compare themselves to others. Many people often mistakenly believe that is promotes obesity and unhealthy lifestyles. Dove does not promote obesity, but tries to help society accept that not everyone will look a certain way. It attempts to get women to accept their bodies so that women can be considered beautiful without being labelled as either ‘anorexic’ or ‘fat’.
I think that the Axe Effect Campaign is pure idiocy. It tailors to arrogant chauvinist men who think that physically attractive women will fall for them if they wear Axe fragrances. I find the advertisements repulsive and offensive. Furthermore, the use of Axe in such large doses, as advertised in the commercials, would not attract women, but drive them away because of the overpowering smell.
I do think that a parent company has the responsibility to ensure that all kid companies and different sectors uphold the same morals and purpose. Consistency is a wonderful thing. Similar to an essay, all corporations and bound together by their one purpose or goal (thesis). There are many body and supporting paragraphs throughout the essay, just like how there are many kid companies for different corporations, but all paragraphs link to the thesis and attempt to prove the same thing, but with a slightly different focus. All kid companies should uphold the same values and ethics as its parent company. Having different values and beliefs within the same company can lead to a lack of community and may eventually lead to an internal demise or unethical behavior.
2 comments:
Hey Alex, how lucky of me to be your first comment. First of all I must praise you on your creative image of axe versus dove, it is very cute. I want to say that I too am a fan of Dove's Real Beauty Campaign and how their advertisements does not lead to any sort of physical beauty but an inner beauty. They strive to make women feel good about themselves and their own bodies not the fake bodies that media assumes is beautiful. I never liked the Axe Effect Campaign, watching the commercials of half naked women running towards a man is not the best idea for a commercial. It is very degrading and makes us women seem like animals. The parent company obviously knows about these controversies but Unilever needs to take action and choose a side between its two child companies.
I agree completely with everything you have said in your post. I like how you brought up the point about people mistakening the Dove campaign to be promoting obesity and an unhealthy lifestyle, because many times too often people do think this. I myself am a fan of the dove campaign and I think it is great that there is actually some good messages out there in the media. I also agree that consistency is a great thing. This situation can easily lead to a dilemma within Unilever as their two companies have opposing views. If Unilever is to be awarded the title of one of the most ethical corporations, then in all means does their comapany have to promote ethical behaviour and values.
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