So I would suggest writing to Unilever. Tell them that story. Reinforce the positive message of the Dove ads, then show them that the Axe campaign not only negated that effect, but swung your opinion so far the other way that they actually LOST your business. Make sure to tell them you’re spreading the word, too.

It might not make a difference…but then, it might. And the more consumers write letters, the more change we’ll create in advertising campaigns.

As an aside, I’d like to say that the thing I liked best about the particular Dove ad Trent posted was the way it showed how the model’s picture was manipulated by computer. That, more than the cosmetic & hairstyle applications, really drove home just how artificial such images are.

So it’s Monday morning and I’m dragging my reluctant behind to the office. As I turn the corner and the plaza in front of my office comes into view, I see it.

It’s not unusual for this plaza to be rented out for public events or publicity stunts–for example, the cranberry bog erected by the Ocean Spray folks each fall. (Seriously. There are even people in hip waders sloshing around with rakes. It’s glorious.) Rapper Lupe Fiasco once did a short concert out there, and it hosts several annual art fairs. However, today’s happenings definitely take the, er, cake.

There, in front of a most presentable office building, is a five-story inflatable bottle of Axe Clix Deodorant Spray. Nothing quite like an enormous phallus outside your workplace to kick off the week. And on the “cap” of the bottle is emblazoned–I kid you not–”Now With Added Bom-Chicka-Wah-Wah.”

I roll my eyes and trudge into the building. Lunchtime rolls around, and I go downstairs to get something to eat. On my way back up I see the giant “deodorant” through the front windows and notice that there has been an addition to the display. Near the bottom of the black inflatable is an enclosed but visible hollow space, creating a bouncy little room much like those castles that kids jump around in at carnivals. Bouncing in this particular area, however, are young women wearing tight t-shirts and cheerleader skirts. Feminism in downtown Chicago has just been set back by about 15 years. And in front of my very own office!

The Axe line of products is made by Unilever–the same folks who make Dove. I have not bought a Dove product since.

http://video.google.com/videosearch?q=century+of+the+self&emb=0&aq=f#

will take you to 4 episodes from the BBC that will make you literally sick at your stomach over how “public relations” people manipulate “the public” to become “consumers” rather than “citizens.”

What’s the alternative Bill? Spend all my money on stuff? It depreciates in value. AND it costs me money to maintain, house, and even purchase (gas to get to the store, or shipping charges).

Savings make me nimble and ready to tackle any curve life sends my way – be it a job opportunity in an area of the country with a lower cost of living, or to cover medical bills, or to protect an asset (such as repairs to my car) or to purchase an appreciate asset (such as an income property). Savings don’t cost much to store – with an ING account, they cost nothing to store, and they don’t require a larger house or extra insurance (the government provides that for free.)

Savings accounts won’t let me make the ‘big score’ in life, but they protect me from the big crashes and have a place in everyone’s life – no matter their income or risk tolerance level.

On the Dove campaign – doesn’t make me respect a company whose products are still loaded with toxic chemicals (petrochemicals, parabens, etc.).

So if the parents can’t keep junk food out of their own bodies, at least hide it somewhere so the kids don’t eat it and don’t know it is at home. Soda is a big culprit. People who drink more than one can of soda per week gradually increase their body weight over time. At one can per week or less they do not (there’s a great lecture on this from a pediatrician on youtube). Also, exercize for kids and adults has to be daily in order to decrease a body’s insulin resistance (which more people increasingly have). That’s because exercize only decreases the insulin resistance over a 24 hour period.

Anyway, to the topic at hand I love the fact that personal responsibility is being pushed in an ad. The other night during the VP debate I wanted to jump for joy when personal responsibility in loans and savings and living within our means was actually spoken by a politician. It shouldn’t have to be but we need to do this to make America a stronger economy.

I exchanged a 14 hour day for 7 hour day, and gladly gave up the money for precious limited time with my kids, now in their teens.

Customers are categorized, sometimes unflatteringly, in meetings. The people who put put the Christian book club are the identical team for art and copy that does the porn club books. How’s that for disingenuous?

In addition to watching advertising, read every compliance you get (the fine print). Art directors color and writers word them carefully, and make them as small as legally possible.

Here’s a tip- let your book club membership elapse. You will be courted with another introductory deal. Do that again, and again, and again…indefinitely. The data system is not set up to expel repeat expirers- you’ll just get better re-enroll deals each time!

My experience has left me ad-immune, and my kids have to hear me dissect why an ad for the latest doo-hickey is BS. I do, however, miss my free books!

- Jack Rugile
Simple Sapien

Watch the broadcast TV via a DVR so you can easily skip commercials (but be aware of “product placement”)

As for saving…at rates of 3% on money markets and house values at best keeping up with inflation (no more double-digit annual increase), there’s still little incentive to be a saver.

I think we all know this subconsciously, but you made the covert…overt. Good insight, buddy. This post certainly makes us much more conscious of what is motivating us to buy a product. A simple, but effective strategy.