Why is Dow advertising so much?

Dow Chemical Company has been running an ad that says something to the effect that, “The human element (Hu) is fundamental.” Well, how clever. I’m always suspicious of too much advertising from companies that we rarely think about. I figure it’s intended to get us to have a more favorable impression of them – i.e. for public relations. So what might DOW be trying to counter?

Well, Dow Chemical Company manufactured silicone breast implants, dioxin, napalm, Agent Orange, and yellow or white phosphorus (source: EPA). Most, if not all, of these things were not very popular (that’s an understatement) after they were used. Some are not even human-friendly. Some could even be classified as “un-human” (think: inhumane). (Google the words "white phosphorus used".) So, is Dow trying to counteract bad publicity?