The Advertising of Axe and Dove Products

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\u27s 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.https://repository.upenn.edu/showcase_videos/1030/thumbnail.jp