Archive for the ‘consumerism’ Category

This may seem like it has nothing to do with veganism; but, veganism to me is so much more than just the food you eat. Veganism is about making informed decisions, and about voting with every dollar you spend. This post is about Unilever…the company behind such products as Dove, Axe, Knorr….the list goes on.

My main “beef” with Unilever is their marketing campaigns for two of their brands, namely Dove and Axe. Dove has been really focusing on their “Campaign for Real Beauty” for the past little while. They have these inspiring commercials and advertisements about teaching young girls to respect and love themselves at an early age, about loving how you look regardless of age, weight, race, etc…

That’s all very empowering and sounds wonderful. However, this company also markets Axe. Their commercials are all about objectifying women and making it seem as though women can be completely controlled by a man who smells like “Phoenix” or “Shock” or whatever else.

Now, I’m no feminist…believe me, I’m SO not…but I saw an Axe ad yesterday that legitimately pissed me off! The ad was a full-page spread in a popular men’s magazine and the last line of the ad reads: “Scrub away the skank with Snake Peel” SKANK?!?! REALLY?!?! Some marketing genius thought that was appropriate?

I get who the company’s target market is. I get that the ad wasn’t marketed at me…a married woman in her late 20s. I get that Axe thinks that men love the idea of women being drawn to them, that they’ll get fondled and licked and whatnot. I get that there are men in the world who do think that way.

What I don’t get is how the same company that claims to be trying to empower women and teach them to respect and love their bodies and themselves could also be sending the message that women are skanks who should be scrubbed off as soon as a man is done with them. Unacceptable! That sort of contradiction is appalling.

The point of my little rant here is to be informed. Do your research. Know what you’re buying into when you hand your money over to any company. Do you really want to support a company that sends such demeaning messages out into the world? Do you really want to support a company whose corporate philosophy is contradiction?


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