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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.
Film and Media Studies
Londono Gentile, T., Pedisich, S., Sacks, H., & Wallace, A. (2012, April 01). The Advertising of Axe and Dove Products. [Video file.] Retrieved from https://repository.upenn.edu/showcase_videos/31