Marketing And Advertising For The End Goal Of Selling Products Essay

Marketing And Advertising For The End Goal Of Selling Products Essay

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In our current society, advertising is approached in different ways when trying to appeal to more of a male or female audience. Companies who use marketing and advertising for the end goal of selling products tend to aim their advertisements to the gender that is most likely to buy the products (Gender Matters). Unilever is a company that sells multiple brands and different types of product; however, two brands that they sell, dove and axe, take opposite approaches when it comes to advertising and this has been seen as a controversial issue with different portrayals of women (Said et al.). Dove has started the campaign that promotes real beauty and the main goal of this campaign is to help women all around the world realize their true beauty and to redefine what true beauty means in a enhanced positive way (Dye). Axe deodorant targets young to middle age men and they use sex to sell their products (Shastri). Axe advertisement portrays women as sexual creatures and as if they are a brainless object chasing after men who use the products (Shastri). Since Unilever owns both these brands it is seen as misleading and takes away from the positive approach that the Dove campaign is trying to promote and shows that the company is just trying to increase profits instead of help women gain self esteem (Said et al.).
Dove is a personal care brand that sells a variety of skin care products that are mainly directed at women. Dove started their Self-Esteem campaign in 2004 to help women around the world realize their true beauty and help with gaining confidence (Dye). The campaign by itself does not seem like a marketing tactic to sell more products, but to help out women who are struggling with body appearance issues. Dove has produced numerou...


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...ssues for women, which conflicts with Dove promoting self esteem and can seem as if a marketing strategy to support both brands gain profit.
Unilever owns both Dove and Axe which create advertising issues since those two brands promote an opposite message that go against each other in order to bring in profit by targeting a certain audience. Dove promotes gaining confidence and self esteem towards women and young girls while Axe shows women as mindless objects who chase men when they use the products and their message is when you use Axe products you will get women. The overall main issue that is presented by Unilever is how it owns both Dove and Axe, two brands with different marketing tactics and targeted audiences, which creates the question if the Dove’s campaign is a way to gain profits and how genuine Dove is when it comes to supporting women around the world.

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