This concept is not surprising, as Unilever utilizes the most effective marketing around the product category and brand identity which is appealing to the consumer to whom the product is marketed. It creates a knowledge structure with a proposition that has evolved into a schema over the years. Axe is synonymous with marketing for men wishing to attract women, while Dove is a female-focused and empowering brand. It is a script that has been integrated into consumers, almost at the popular culture level, driving relevant behaviors and purchasing patterns. It is not necessarily hypocritical for a company to do this, because first, it is a commercial organization that does not focus on social issues but simply attempts to sell its product. Furthermore, it is not an unethical factor as it does not hurt or benefit anyone, it is a marketing strategy meant to create an image for the brand.
Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?
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Academic.Tips. (2021) 'Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another'. 24 June.
Reference
Academic.Tips. (2021, June 24). Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another? https://academic.tips/question/some-activists-object-to-axes-male-focused-marketing-because-they-claim-it-demeans-women-in-contrast-doves-natural-beauty-campaign-gets-kudos-because-it-promotes/
References
Academic.Tips. 2021. "Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?" June 24, 2021. https://academic.tips/question/some-activists-object-to-axes-male-focused-marketing-because-they-claim-it-demeans-women-in-contrast-doves-natural-beauty-campaign-gets-kudos-because-it-promotes/.
1. Academic.Tips. "Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?" June 24, 2021. https://academic.tips/question/some-activists-object-to-axes-male-focused-marketing-because-they-claim-it-demeans-women-in-contrast-doves-natural-beauty-campaign-gets-kudos-because-it-promotes/.
Bibliography
Academic.Tips. "Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?" June 24, 2021. https://academic.tips/question/some-activists-object-to-axes-male-focused-marketing-because-they-claim-it-demeans-women-in-contrast-doves-natural-beauty-campaign-gets-kudos-because-it-promotes/.
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"Some activists object to Axe’s male-focused marketing because they claim it demeans women. In contrast, Dove’s “Natural Beauty” campaign gets kudos because it promotes more realistic expectations for girls. The same company—Unilever—owns both Axe and Dove. Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?" Academic.Tips, 24 June 2021, academic.tips/question/some-activists-object-to-axes-male-focused-marketing-because-they-claim-it-demeans-women-in-contrast-doves-natural-beauty-campaign-gets-kudos-because-it-promotes/.