ARE 4356 Proposal IIBy Tia Blackmon

Politicians Discussing Global Warming, Berlin Germany 2011 by Issac Cordal

Follow the Leaders, Brussels, Belgium by Issac Cordal

The Office at Night 1985 by Victor Burgin

The Office at Night 1985 by Victor Burgin

Gas Chamber 1986 by Luc Tuymans

Bloodstains 1993 by Luc Tuymans

Home and Away by David Rathman

Do Yourself a Favor and Never Learn to Cry by David Rathman

Unilever Marketing Campaigns

But ever since those ads appeared, ad critics and consumers have been wondering about how Unilever squares this advertising with advertising for Axe, whose overtly sexual ads often feature scantily clad, conventionally beautiful women who are seduced by men using Axe products. "How could the same company that launched Dove's Campaign for Real Beauty, celebrating women's natural appearance over media stereotypes, be behind the arguably degrading depictions of females in ads for Axe?" asked marketing experts from Northwestern's Kellogg School of Management in a 2012 case study.

Dove responds to these criticisms by noting that each Unilever brand's advertising efforts "are tailored to reflect the unique interests and needs of its audience," as Dove Skin Vice President Fernando Machado writes in an email to U.S. News.

However, while Dove and Axe do have profoundly different ad strategies, Machado also says that Axe ads, like Dove's, aim at consumers' self esteem: "Young men, like women, frequently suffer from poor self-esteem, lack of confidence and poor body image. Our advertising is primarily designed to give them a boost of confidence." He also emphasizes that Axe ads are intended as being "tongue-in-cheek."

-- US News Article

Dove Evolution Video

Dove Sketches Video

Axe Clean and Dirty Ads. (n.d.). Retrieved October 10, 2014, from http://dnews.us/wp-content/uploads/2014/07/ axe-clean-dirty-ads.jpg

"Celebrating Curves Poster" for Dove (by Ogilvy & Mather Advertising). (n.d.). Retrieved October 12, 2014, from http://www.adforum.com/creative-work/ad/player/51903

Dove - Evolution Commercial (higher quality). (n.d.). Retrieved October 11, 2014, from https://www.youtube.com/watch?v=hibyAJOSW8U

Dove Real Beauty Sketches. (n.d.). Retrieved October 8, 2014, from https://www.youtube.com/watch?v=XpaOjMXyJGk

Kurtzleben, D. (2013, April 13). Do Dove and Axe Sell the Same Message? Retrieved October 8, 2014, from http://www.usnews.com/news/articles/2013/04/18/unilever-faces-criticism-for-real-beauty-ad-campaign

Orlando Museum of Art. (n.d.). Retrieved October 9, 2014, from http://www.omart.org/exhibitions/david-rathman-stand-accidents

Smagula, H. (1983). Currents: Contemporary directions in the visual arts. Englewood Cliffs, N.J.: Prentice-Hall.

Taylor, B. (2005). Contemporary art: Art since 1970. Upper Saddle River, NJ: Pearson Prentice Hall.

VICTOR BURGIN FORMS OF TELLING. (n.d.). Retrieved October 9, 2014, from http://www.mgk-siegen.de/eng/press/press/press-releases/victor-burgin-forms-of-telling.html

Works :Issac Cordal. (n.d.). Retrieved October 8, 2014, from http://cementeclipses.com/works/

References