The importance of reputation in a company's communication strategy: The development of gender representation in Unilever's Axe commercials

Judith Diaz Gomez, Ellinoora Kristiina Autti, Silvia Orviz Montero, Marianne Emilia Ronkainen & Miguel Ruiz De Elvira Nadal

Studenteropgave: Fagmodulprojekt


This research looks into the communication strategy of Unilever, which is a big company with
memorable TV commercials. Its brands Axe and Dove are targeted to different genders, which
makes it interesting to examine the differences between them. In recent years Unilever has
been under pressure of the media, why they have changed their strategy to improve the
common reputation of the company. The research focuses especially on advertising and the
change in the values the brand represents in the 21st century. We analyse the development
in the Axe commercials with focus group research. Also, we compare the Dove and Axe
commercials and base our results on the individual interviews. As a theory we use ideas of
reputation management and also aspects of sexism and gender presentation in commercials.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato26 maj 2019
Antal sider63
VejledereIda Klitgård