Social Awareness Contradiction.

1) I think it’s really great that there’s finally something being done to promote ‘Real Beauty’. Especially in our society today, it’s becoming increasingly difficult to find campaigns that aren’t about fitting ourselves under the false standards of beauty. Over the years, forms of media have taken a significant part in forming these standards. Through forms of media like the television and magazines, young women in particular have been the recipients of the false idea that you must look a specific way in order to be beautiful. In recent years, it seems as if the standards of beauty have become incredibly thin – not to mention, more difficult to attain than ever. In fact, many of the women we see in the media have gone through the work of makeup artists and photo manipulators before being published in the media -- which is just more evidence of how unreachable these standards are. It’s not like any of this information is new to us, but when all of these photos and clips are compiled into one video, we really realize the weight and significance our society places on the idea of beauty. The same goes for the Evolution video; we’re all aware that the women who appear in billboards and posters have gone through hours and hours of photo manipulation, but when we see the drastic difference between the ‘Before’ and ‘After’, we can’t help but to stop and reflect on the authenticity of what we see in the media. However, in spite of my support for Dove’s campaign for Real Beauty, I think of it as another way for Dove to receive positive attention from its consumers. By delivering such a positive and influential message, Dove has gained an immense amount of popularity, publicity and support – all of which are things that Dove knew would be achieved through this campaign. For customers who might not have thought much about the company before, Dove has suddenly become that good-hearted, philanthropic company that’s deserving of our support – And what better way to show our support for the company than by plunking down our money for their equally goodhearted and deserving products! So do I think Dove is a malicious company who organized this entire campaign without the slightest intention of delivering a nourishing, influential message to its customers? No, not at all; I wholeheartedly support the message of Real Beauty, but it also can’t be denied that such campaigns are common advertising tactics used by companies to publicize their brand name and leave healthy impressions with their customers.

2) I know the majority of the class would disagree and insist on how disgusting the Axe Effect Campaign is, but to be honest, I don’t think much about it at all. I don’t find it disgusting, nor do I think it degrades women in any way. In fact, I think this Campaign was a rather ingenious and interesting way of advertising their product. The message being delivered through the commercial was exaggerated to such ridiculous proportions that there’s no way Axe expected their customers to be persuaded. It’s an entirely different situation from the Tipalet ad we analyzed earlier in the year where they advertised the brand as a way to entice women. That ad genuinely tried to target their customers by objectifying women, whereas this Axe campaign appeals to customers through humour. Humour – that’s really all I think there is to this campaign. The commercial shows hundreds of women -- all acting in an animalistic behavior -- racing towards this one man because of his scent: like all you have said earlier, somebody would have to be really stupid to fall for that – and you’re absolutely right. Customers aren’t foolish enough to fall for such a ridiculous idea – but neither are the companies. Being in the advertising sector where they have to constantly conduct market analysis, don’t you think that they’d know well enough what ideas consumers would and wouldn’t buy? That’s why the Axe Effect Campaign doesn’t try to reach their customers through persuasion; rather, they take the situation and turn it into something lighthearted and fun – something that will remain embedded in the minds of the viewers. And honestly, just from all of the attention they’ve received from their Axe Effect Campaign – including this heated debate – I’d say that they were pretty successful.

3) No, I don’t think that a parent company has the responsibility to uphold the same beliefs and values in all of their separate sectors. What I mean to say is, as a morally conscious human being, we should always strive to be the most honest and truthful people we can be. Having separate values and beliefs for each of the different sectors could easily be compared to telling one person one thing, and turning around to tell someone else the complete opposite. It would obviously be wrong, but we’re not obligated to do otherwise, just as a parent company isn’t obligated to uphold the same beliefs and values for each of their ‘kid companies’. As a company, their only concern and responsibility is to earn money. Anything that falls outside of this – whether it be moralities or values -- isn’t of much importance to the company. In any case, I don’t particularly agree that Axe and Dove have opposing views. Dove tries to deliver the message that beauty takes no particular form and exists within each and every one of us. A contradictory campaign would be an advertisement for plastic surgery or weight loss. In my opinion, all Axe does is sell their product – which doesn’t even contradict Dove’s Real Beauty campaign – by utilizing humour. If anything, Axe can be penalized for the vulgarity of their commercials, but for having opposing views to those of Dove’s Real Beauty campaign? – I hardly call advertising a deodorizing product a violation of ‘Real Beauty’.