Unilever, the soap and laundry products maker, is attempting to turn the minds of the world's financiers away from all that grubby money and on to purer and higher things. Starting this week, the consumer products giant is endeavouring to boost its image with bankers and investors by sponsoring The Cultural Guide, a programme highlighting cultural and arts events around the world, on Bloomberg TV. The guide may raise the tone a bit, but will it do the job of increasing investment in Unilever shares? Unilever's own statement raises some doubt on that point. It says the guide 'will provide an interesting diversion from real-time global financial news'.