Response to Valdy's Post: Christian Apps… “There’s an App for That”

I have to admit, after reading your post I really thought “There’s an app for that?!”  I guess I really shouldn’t be shocked that there are Christian/Catholic apps, but the price is certainly surprising!

To respond to your question, I’m very skeptic of Surgework’s authenticity and sincerity. It’s very hard to be empathetic towards a company that has their apps at 20x the price of others! But, as you’ve pointed out, we are in a “commercial consumer culture structured around capitalism” so could you really lay any blame of authenticity? 

Your post also reminded me of Unilever, who has been under some scrutiny for their ‘hypocritical’ advertising. Unilever is a corporation that oversees a variety of food, home, and personal care brands such as Lipton, Knorr, Dove, Axe, and Sunlight. Their hypocritical image began with the two extreme advertising campaigns of Dove and Axe. Dove, a brand targeted at women, advocates for inner or “real” beauty, and self-esteem for young girls. Axe, on the other hand, is targeted for men, with a branding slogan of “The Axe Effect” or my interpretation: the ‘chick’ magnet. The television commercials really highlight the hypocrisy of each brand’s identity:

Dove commercial: http://www.youtube.com/watch?v=Ei6JvK0W60I

Axe commercial: http://www.youtube.com/watch?v=I9tWZB7OUSU

- Axe Models -

Are they really promoting self-esteem when the Axe commercials feature model-type women in bikinis? It seems that they are using the “whatever sells” principle. Even though all signs point to a false sincerity, I can’t really place any blame. They are part of a capitalist consumer culture, and have to appeal to their targeted consumers, after all, it is all part of ‘the business’. Also, the Dove self-esteem campaign for young girls has actually tried to make a real difference! They have gone to many schools in the GTA advocating for “real” beauty, and I have only heard positive reviews. 

I wonder if we are being a bit too hard on companies? Maybe they really do mean well, and it is simple necessity to use different marketing strategies? On the other hand, maybe I’m just another casualty of Unilever’s master advertising plan? 

I think suspicion of a company’s sincerity is inevitable when there’s a profit to be made from their good will.