Tuesday 18 December 2007

Wrinkle, wrinkle, little star . . . Dove vs. Axe (Lynx)

Someone out there, empowered by easy access to the biggest megaphone the world has ever known (aka the internet) has spotted a glaring inconsistency in parent company Unilever's advertising. Unilever also markets Axe shower gel, aimed at younger men. The advertising for Axe is predictably laddish and features women that frankly could have come straight from those used in Onslaught: pouting, curvaceous, and instantaneously turned on by the merest whiff of shower gel. How well does this sit with Dove's "feminist" stance? More here.
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I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.