The Dove advertisements for real beauty, has been seen by many, and has received positive views by many as it promotes real and natural beauty for woman, in an attempt to change the way woman are affected by the media. This campaign even brought the parent company Unilever the title of one of the most ethical corporations of 2009. The ironic thing is that Unilever is also the parent company of Axe body spray, where the Axe Effect Campaign promotes a completely different idea, which is that users are made to believe that by using the spray, attractive women will in turn be attracted to the user.

I feel that the Dove campaign is definitely a good thing, as it promotes real beauty, which in turn helps woman to feel good about themselves and not try to be like the unrealistically thin women that are usually seen in the media. The fact that the ad may potentially get through to many young girls and send them the message that they should feel good about themselves and how they look, makes the campaign even better. I do believe that if people see real images of people in the media, instead of images of people that have been digitally altered with photoshop, they will feel better about themselves and comfortable with their bodies. As the campaign encourages the viewers to embrace their own beauty and reality, it contradicts what the media has to say most of the time, as the media has their own idea of beauty. Since the Dove Campaign promotes such an idea, I indeed think it really will change how women are affected by the media.

On the other hand there is the Axe Effect Campaign, which features ordinary men becoming instantly attractive to many women, as they use the product, I would honestly have to say, that I find this campaign quite humorous. Model-like women are seen running to men who use the spray, in almost all of the commercials, and it is really funny, because the advertisements are basically sending off the messages that women don't really care about you, they only care about whether or not you use Axe products. The ridiculous scenarios are the most humorous part for me, as woman are mostly seen in very unrealistic situations running or fighting to just get to a man who used an Axe product. Obviously, this is not going to happen in real life, just try it, buy Axe body spray, and then drown yourself in it, then wait to see if thousands of attractive women come rushing to you (not that I've tried it).

In conclusion, yes I do feel that the parent company should have the responsibility to ensure that all of their different sectors uphold the same beliefs or values. Having different beliefs within a company may lead to conflict, as many people believe that there is a conflict between the Dove Campaign for real beauty and the Axe Effect Campaign, as they promote completely different views. To be an effective company and to have the people actually believe that you are one of the most ethical corporations, you must be consistent with your morals and standards.