The Advertising of Axe and Dove Products

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Date of this Version

Spring 2012

Keywords

Mashup, 2012

Description

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.

Disciplines

Film and Media Studies

Streaming Media

The Advertising of Axe and Dove Products

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