Dove Uses Sexual Imagery to Sell Soap
This isn't the first time Unilever has pushed the envelope by using sexual imagery and themes in its advertising.
Dove, owned by Unilever, is currently running ads for a line of body lotion hoping to attract aging female baby boomers in their quest to remain beautiful. The ads airing on television state: "Dove is about to show that beauty has no age limit. Unfortunately we can't do it on television. See what you can't see on TV, at doveproage.com."
The television ads feature apparently nude middle-aged women partially obscured by a blanket. Their online ad leaves little to the imagination as completely nude women are shown with only arms or legs covering their private areas. These same fully nude ads are also running in magazines such as Ladies Home Journal.
On Dove's own web site, "testimonials" are given of women who praise the company for portraying the bodies of 'real' women. However, Dove is still focusing on outward beauty and using nudity to do so. Their message basically says: 'Use our product and even if your body isn't perfect, our lotion will make you beautiful.' The makers of Dove should read Proverbs 31:30 "Charm is deceitful, and beauty is vain, but a woman who fears the Lord is to be praised."
This isn't the first time Unilever has pushed the envelope by using sexual imagery and themes in its advertising. Along with this new marketing tool of using complete nudity, Unilever has a history of producing incredibly vulgar, erotic ads for their Axe line of men's deodorant and cologne products. In addition, Unilever's Sunsilk shampoo line has used similar crass, sexual themes in its advertising. One promotion for Sunsilk hair products advertised "For hair kinkier than an S&M convention." Along with this message was an image of handcuffs.
Contact Unilever and let them know that as long as they use sexual images and themes in advertising, you will not be purchasing their products.Unilever Cosmetics International
Attn: CEO
700 Sylvan Ave.
Englewood Cliffs, NJ 07632
Phone: 212-888-1260
Phone: 877-995-4483
Fax: 212-318-3600
Email: www.unileverusa.com/resources/contactus.asp If you would like to avoid doing business with Unilever, see the link below for a listing of all Unilever brands and products.
www.unilever.com/
Bill Johnson is the president of the American Decency Association (ADA), and a nationally noted pro-decency activist. The mission of the ADA is to educate its members and the general public on matters of decency; to initiate, promote, encourage and coordinate activity designed to safeguard and advance public morality consistent with biblical Christianity.
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