Unilever, the multinational mega-corporation that markets the utterly horrendous, unneeded, and wasteful Axe Body Spray, is under attack from feminists and parents. Seems that, at the same time it’s peddling Axe via waves of super-sexist mind-conditioning campaigns targeted at teenage boys, it’s also trying to curry favor with women and girls by running “viral” marketing videos suggesting Unilever favors mass appreciation of “real beauty,” a.k.a. females who are sane enough to found their self-esteem on something more substantial than how closely they resemble the “aspirational” super-models and man-chasing bimbos portrayed in most corporate advertisements and commercial media.
Caught playing it both ways, Unilever made this statement:
The Axe campaign is a spoof of ‘the mating game’ and men’s desire to get noticed by women and not meant to be taken literally.
This is the most howling of lies, the exact diametrical opposite of the truth, which is that Axe’s entire “brand strategy” is to further commodify teenage boys’ self-interpretation by training them to think that using Axe will raise their chances of getting into girls’ (a.k.a. dimwitted vagina-bearers’) pants. By thus worsening the already awful post-feminist, Britney-Lindsay-Paris-and-Hillary Duff ideological climate, Unilever is selling perfume to boys, who would obviously laugh in your face if you tried an honest approach.
Unilever is not unique, of course. Studied, systematic, multi-layered dishonesty is absolutely essential to all big business marketing. If you bother to look, you see that the art and science of is now the rapidly-expanding stock-in-trade of big business marketers everywhere.