The “Axe effect” – or the “Unilever hypocrisy”?
Men buy Axe deodorant. Why? Bom Chicka Wah Wah – simply because Unilever wants them to. Axe deodorant has become very well known due to the famous TV commercials. The product is allegedly something that turns everybody into a woman magnet. On the other side, women buy Dove products. Why? Same here, only the role of the women is quite different. Women are supposed to feel more comfortable and confident by using Dove products. The only thing that these brands have in common is the parent company Unilever and the utterly cunning advertising strategy. Apart from that, none of the values conveyed by each of these actually match.
Dove Campaign
In the recent years, the “Axe effect” has become highly famous. Just use it, and half naked women will literally hunt you. You will be the most seductive and irresistible man on earth. That is the main idea behind the advertising campaign. On the other side, there is Dove. Dove has become the symbol for natural beauty, women´s self-esteem. At first sight, the potential consumer perceives Dove as something that supports women no matter how far away they might be from the generally accepted beauty ideal. But basically, the advertisers show women, who seem to have flawless skin and – although more weight than size zero models – look indeed beautiful. So how is that supposed to improve women´s self-esteem?
Maybe what Unilever tries to tell us is: “Women, use Dove and you will have enough self-esteem in order to feel the necessity to run after an Axe-consumer in a bikini”. At least that is what I get out of the story. But in the end, it should only be highlighted what Unilever´s actual intent is: nothing but to increase sales. Buying either one of the abovementioned brands will not change anything for the customer as it is claimed by the producer. But there is something that women might do in order to fit in the concept of an Axe commercial, namely to buy “Slim Fast”, which is – surprise surprise – another Unilever brand! By the way, what I am trying to do is not scapegoating Unilever, but to make ourselves aware of what we actually spend our money on when buying several products. The consumer does not only pay for the product, but also for the marketing machinery behind it.
Your writing style really made me smile – it’s witty and a little cynical. Especially that last paragraph where you bring in Slim Fast to make your point. Being a big fan of the Axe ads, I have to say that I don’t take the message too seriously. They’re supposed to be funny and sexy. As a woman, however, I do understand your criticism. Knowing that the company that tells women to lose weight is the same that made the praised Dove commercials, makes the company’s sincerity questionable.
Thanks for sharing this information – I’ll try to enjoy the Axe commercials a little less next time 😉
I love your style of writing-very strong and ironic at the same time. The reader can really feel what kind of emotions you must had as you were writing this post. You started with presenting the marketing strategy of Axe and Dove, later on, you explained what the intentions are and how Unilever manipulates us. Because of your blog, my interest to get deeper in this topic increases. But you could have provide more information about Unilever and the whole campaign of DOVE and AXE. However, the advertisement of Axe and Dove are also for entertaining the public therefore you might not take it too serious :).
I know that I should not take it too serious, I actually don´t. I have to admit that I do enjoy watching the Axe commercials at least a little (as anrofi has already written above). They make the viewer smile. That´s what the commercials are supposed to do, right? But still, I think it is important to be aware of what stands behind a brand, and the best way to do is to portray the situation in an ironic manner. That´s the way people memorize what they read. So I hope that people do not forget my post right after they read it.
But thanks a lot for the comment !!
I really like the connection you made between Axe, Dove and Slim Fast. Personally I think it is very interesting to get to know what other products a company sells! Usually you just know the brand ‘Dove’ and know that they sell shampoo and maybe chocolate, but the normal consumer doesn’t know which company stands behind the brand and what other brand they created… (Btw my last blog entry had a similar content, check it out if you’re interested^^ http://fastexposure.wordpress.com/2012/04/23/motives-in-the-background-3-2/ )
I too think that you style of writing contributed highly to the awesomeness of your blog entry, I was reading and after every funny part or great phrase i was really looking forward to the next one, good job on that! :))
Hey Nuran,
thank you for sharing your critical view on these unilever commercials with us!
In my opinion, you have a talent to question advertisement and to see behind the curtain. I do get that from your witty, sometimes sarcastic style of writing on this topic. I think your style is your main strength – it lets me know that you are a clever person.
Unlike you, when I saw these TV commercials, I did not really think about them further.
About the Axe one I just thought it was stupid, because I mean who does believe that women are hunting you just because of your deodorant?
Concerning the dove spot, I have to admit that I was impressed that, against the habit, a cosmetics firm now chooses normal women and not models for the campaigns. I thought that was cool, because they showed that it is okay to be normal and that models are just a wrong ideal. “Happy women being proud of their regular bodies”- I liked Dove’s new approach of product promotion. Actually, I really did not realize that all these women had perfect skin and were beautiful. So, you are right, we are not getting really away from beauty ideals because of Dove’s commercial. That Dove also sells “Slim Fast” is just totally contradictory and clearly points out that Dove is no better than other firms and just wants to make money.
In deed, Dove’s purpose is not to make this world a better place, but to sell their products, whatever the cost.
That’s business, right?! 😉
Thanks for opening my eyes, I am seeing things clear now.
But on the other hand, don’t you think even though Dove wants to make profit, it is not a good thing if somebody makes the first step into the direction that models and size zero should not be the standard? Even if the spot was for making money, it probably made some viewers question a bit these ideals. Is that not a bit better than making money with maintaining the old wrong ideals?
At least, this commercial could be the starting point of a discussion on beauty.