Journal of the mental environment
“We’re running an uncontrolled experiment on the only home we have.”
A Dove/Axe Spoof
Axe and Dove are both owned by Unilever…yet the two brands have very different views when it comes to women. A re-edit of this misleading company by Rye Clifton.
- Wed, 13 Feb 2008 6:17 pm — Posted by Abdul
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Comments
what should I tell my sons as well?
I agree with all the comments above, and personally I am shocked at how superficial Unilever is. I don't have a problem with a company having different ideals for different businesses they own, but to put such emphasis on a campaign for real beauty when Unilever clearly doesn't believe real beauty as more important than money, I find disgusting, and just shows how little integrity businesses and the media today have managed to retain.
wow, good call. its rare in the business world of today to see a company taking the risk of sending such a mixed message and being hypocritical. I'm surprised this hasnt gotten any attention from national media.
I recently graduated from college and am searching for a job, and was considering looking into Dove because i thought their efforts with the campaign for real beauty and the self-esteem fund were very noble and positive.... not so sure how i feel about the company now.
Hah! I actually was wondering about that regarding Unilever. Very clever videocast!
as a 17 year old model, actress, artist and critical thinker i struggle to find where the line is between honoring beauty and manipulating it: i.e. the "male gaze". I wish that when I was younger I had been less influenced by the ads that have made that line so unclear for me. Even as a child without tv, when i hit puberty, being "hot" was what my developed breasts meant to me, instead of a beautiful growth in my body. I am still working to celebrate my body without being a product of this total objectivication of women. good luck to me and all the young women in this world!
As a young woman,that line has also been unclear to me growing up. But I think that a "celebration of beauty" as the healthier alternative to objectification is still a form of objectification. As a society, and even collective human race, we still place far too much importance on appearance itself. We do not choose our appearance, therefore why should it be lauded or pitied and assumed to have any relevance to who we are? It is so difficult to truely grasp, in this culture, the reality that beauty is only skin deep. I am trying to retrain myself as a woman to realize that I am not my body--period. And that if I celebrate it now for its youth and beauty I will most likely resent it later-for it is a changing form like all others. Let us all remember that we are our character, our words, our intellect and the virtues within. Good luck to you and to us all!!
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