- Do Axe’s marketing messages, in which young, thin, attractive girls find any man who wears an Axe scent to be sexually attractive, make those of the Campaign for Real Beauty seem less truthful?
- How can Dove and Axe harmonise their campaigns in such a way that they can still achieve their sales targets without having to get too far from their parent company’s mission statement?
- To what extent should the CSR element of Dove’s message, which relates directly to important issues of self-esteem and self-worth for women, influence any responsibility Unilever might have to ensure its other brands do not contradict these messages?
- How, if at all, does the viral nature of both the Dove and Axe campaigns impact any responsibility Unilever has to ensure its communications messages are not contradictory?
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