The Advertising of Axe and Dove Products
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Mashup
2012
Film and Media Studies
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2012
Film and Media Studies
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youtube
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Abstract
This is the second prize winner for the 2012 Mashup contest celebrating student creativity in video and multimedia. This mashup illuminates different marketing strategies for two of Unilever Corporation's brands: Axe and Dove. Axe uses objectification, sexualization, and dehumanizing portrayals of women to sell products. Dove capitalizes on the likely disgust felt by viewers of the Axe advertisements; their campaign is built on their perceived refusal of misogyny.
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2012-04-01