Many organizations have in recent years, undertaken an 'image makeover' involving changes in name or logo or advertising style or corporate identity in general. Sometimes all these have been changed. Using examples discuss the reasons why organizations may consider changes of this kind. Many debates have been raised in the past decades concerning the benefits and harm which advertisements in the cosmetics industry can cause to society and women in particular. Ethics address questions about morality in a society, issues of right and wrong, good and evil or virtue and vice across cultures. Applied to marketing and communications, they enable critical study of a business's situation that involves both the positive and the negative impact they can have on society. The latter includes malpractices such as targeting the vulnerable or abusing of a country's economic weaknesses for example. Unilever is one of the major manufacturers of food, home care, and personal products offered in 170 countries worldwide. Through its famous brand Dove, the organisation has encountered constructive brand values that have raised the debate on women's portrayal in advertising. The latter will be the main communication tool developed in this study, yet internal communications and public relations will be acknowledged, their relevancy to the subject being considerable.
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Emilie M.EtudianteMarketing internationalDove: challenging prevailling concepts of beauty