Question

Refer to Chapter 6 when posting and responding to a post. Integrate material learned in this chapter with your opinion to arrive at an "informed opinion".  

Some activists object to Axe's male-focused marketing because they claim it demeans women. In contrast, Dove's  "Natural Beauty" campaign gets kudos because it promotes more realistic expectations for girls. Guess what? The same company Unilever owns both Axe an Dove.

Discussion Question:

Q1 Is it hypocritical for a big company to sponsor positive messages about women in one of its divisions while it sends a different message in another?

Post the following:

1. One comment about the above question=7.5 points.

2. One response to anther comment made by a classmate=7.5 points.

Q2 Comment on this :

I think it is extremely hypocritical for a company to play both sides of an argument. The idea that Unilever owns both companies is genius because they can market to both categories of people, those who are against gender socialization and those for it. By owning both they can have a greater market share but when people realize that the same company that is showing a message of rethinking beauty, is the same company trying to convince teenage boys if they douse themselves in enough of their body spray they will get the "hot girls" those people are going to feel upset. If you think about it both of the products are hygiene soap and sprays, basic soap and spray are not sex-typed products until you package and add scents. The Sex roles that come in to play even when talking about something as simple as soap can anger consumers. Gender role identity, as stated in the book, is a learned characteristic and kids as young as 1 already know them because of things like TV and family practices. If the same company trying to break the identities is the same one glorifying them they've lost credibility.

Answer 1

Response for questions :

It is absolutely hypocritical that companies have mismatched positioning of brands and tend to encourage women on one hand and malign them on the other which is truly discouraging and fabricates the ideologies of womanhood. As an umbrella brand one must be consistent enough in positioning like how P&G and Nestle advertises its product which truly resonates with the target audience .

Response to comment;

The comment made by student is very much true and substantiated as brands definitely lose Credibility despite such advertisements which boost sales. It causes lack of brand resonance and hits the brand imagery And can also invite litigation or lawsuit in worst case scenario .