They are presenter, demonstration and slice-of-life advertisements. Gazes directed outwards, and walking towards the viewer, portray confidence and power, while the professional attire inscribes the models within the realm of work and suggests an upper-class position or ideal success. Advertisement Analysis: Nivea Ad; Advertisement Analysis: Nivea Ad. Not only that, but the globalization of Western standards of attractiveness is a potent manifestation of the ethnocentric colonialist antics that have defined the culture’s evolution and warped its self-perception. since the product is a moisturizer the target audience can be narrowed down to women with dry skin. As the Nivea Men Active Age Moisturiser ad campaign shows, there is more to worry about than the wrinkles on one's forehead. All ads shouldn’t focus on the background of it and needs to focus on the actual product they are trying to sell because they will not get any buyers with the ads they are putting out there, Business Case Study: Deja Vu Time Traveling Corporation, The Allegory Of The Cave, The Honest Truth About Dishonesty, By Dan Ariely, An Analysis Of The Communist Manifesto By Karl Marx. The ASA banned the ad after an image of the model Twiggy, who was 60 at the time, was airbrushed in order to soften the wrinkles around her eyes. NIVEA rolled back the entire campaign within two days of sharing this advertisement, as it was immediately faced with not only a flood of low-level public criticism, but also massive big-name media attention as well (New York Times, The Washington Post, CNN, and many more). NIVEA Marketing Plan to Relaunch. Adequate care of the self, ‘giving a damn’, here looks like a clean-shaven face, short hair, and a suit. They use various promotional techniques to attract their customers. NIVEA’s Invisible Deodorant campaign is clearly a product of a cultural climate that is saturated with deeply prejudiced definitions of beauty and purity, to name only a few examples. Ultimately, as Douglass argues, these moments are ones that can (and should) be used to analyze a broad set of cultural implications, rather than giving into the temptation of only focusing on the isolated event itself. Intense competition in skincare segment. • With the unique features of the “Nivea sunscreen soap” soap, an aggressive advertising campaign was imperative to inform the target market, create brand awareness and established basis for brand preference in soap market. In this ad, Nivea tried to show that when you use the deodorant you will not have the marks. Nivea body wash are sold using the Nivea name just as Dove body wash. Nivea body wash has become increasingly diversified to include the male products. With the New Zealand skincare…, adopted for female cosmetics but can also be directed at males. In addition, the source of the advertisement is speaking to the audience directly without the use of an endorser that acts as a third party. Open Mic. These tag lines are notoriously attached to images of female models with dark skin, such as this image which appeared on billboards across Africa in 2017.They also released a shocking video which illustrates the same product physically lightening a black woman’s skin. The difference in results garnered from the products between men and women further showcases the desire to mark the proper subjectivities and spaces of the two genders. Analyse how well the company took these into account in its marketing plan. Freud talked of this primitive libido, this innate need of humanity to. Read also about the advertisement analysis on Bentley Motors. That’s quite possible. With a simple “Nivea: For Men” logo in the top right corner and a picture of Active3 in the bottom right corner, Nivea’s brand becomes one to … I’m glad we can all agree that #WhiteIsPurity.”, Although this advertising campaign is flagrant and offensive, it shouldn’t come across as shocking or unprecedented when contextualized in its cultural setting. To care goes beyond the body, it is to curate the proper subject. In the past 30 days, Nivea has had 3,698 airings and earned an airing rank of #269 with a spend ranking of #379 as compared to all other advertisers. Show More. Despite this myriad of socio-politically acceptable regret and carefully worded apologies, the disturbing underlying messages of the Invisible Deodorant ad were not lost on consumers. Nivea is not the only company to have an advertisement banned. The slogan “Re-civilize yourself” was only used in this ad, with a black model, and appears in no other images or media in the campaign. since the product is a moisturizer the target audience can be narrowed down to women with dry skin. But given the heightened awareness to widespread systemic injustice that the 21st century saw, and with a proportionately growing attention paid to the pervasive corporate exclusion of minorities in the beauty industry, NIVEA eventually decided to attempt to venture into the world of intersectionality. Although the model’s skin is not directly revealed to her audience, the hairstyle she’s dressed up in evokes an identifiably anglo-saxon image, perfectly projecting her as the standard of whiteness and purity that NIVEA wants to sell. The one featuring a white model reads, "Sin City isn't an excuse to look like Hell." For the NIVEA marketing plan to relaunch the company, it is analyzed that company or NIVEA brand is effectively focused on the beauty care brands or products for the consumers in the market through using the different strategies. In essence, the fundamentally problematic implications of NIVEA’s recent advertising blunders are not indicative of a newly-spawned worldview. Show More. The frame and the gaze of the viewer are in line with his person. The fact that this product line was targeting a non-white and non-Western cultural climate is no coincidence; the globalization of our economic standards allows us to commodify and profit off of the beauty standards that we also project onto the communities we exploit. Their products and advertisements have always exhibited a clearly racist rhetoric, instead the change in reception that these ads have faced is a result of a cultural situation that’s evolving faster than NIVEA is. The ads are visual affirmation of hegemonic white masculinity. Although the model’s skin is not directly revealed to her audience, the hairstyle she’s dressed up in evokes an identifiably anglo-saxon image, perfectly projecting her as the standard of whiteness and purity that NIVEA wants to sell. Thus, even though the historically racist alt-right political party’s support for the ad campaign is deeply disturbing, it can be fully characterized as yet another exemplification of our culture’s prejudiced tendencies. This is a sanctioned space in which to ‘let oneself go’, but the ad suggests that on top of this already privileged position in the scene of the city, a man can distinguish himself through his appearance. Whereas skin care and lotion for women helps to make supple, glowing, attractive skin, the men’s version purportedly returns them to a higher masculine domain of work. Skincare brand Nivea has taken down a Facebook post that was accused of spreading white nationalist rhetoric. A marketing plan should include five stages: Analysis – Objectives – Strategies – Tactics – Control. They have a direct effect on the consumer because they create positive images in the mind. Products for the female body are often cast as a means of attracting those of the opposite sex, or as ways of improving inadequate or flawed aspects of their bodies. Nivea has pulled a deodorant ad that declared "White Is Purity" after people called the slogan racist and after some hijacked the ad's online campaign with comments about white supremacy. Competitive. Nivea’s advertising, and the controversies that surround it, can be situated in a larger cultural politics of defending white, heterosexual, hegemonic masculine and feminine subject types. As seen on Good, Nivea has created a series of print ads f or its Revitalizing line of men's skincare that feature well-groomed men tossing away masks of their scraggly, pre-Nivea faces. By using these commodities, the consumer can become masculine or feminine in the correct ways. We take pride in creating products that promote beauty in all forms. Venus Embrace Razor Advertisement Analysis PRINT ADVERTISEMENT ANALYSIS Product: Nivea Active 3 The product being advertised in the print advertisement is Nivea Active 3. The product comes in a small bottle and it is an ideal toiletry item for any busy men. The only part of the ad that has to do with the deodorant is the little picture in the bottom right. There is one that features a White man holding a head (via Ad Age): Ad Age argues that if Nivea had simply switched the copy on the two ads, there probably wouldn’t have been an outcry. In the Nivea ad, they got bashed about the way they tried to advertise their deodorant. This is a creative packaging advertisement that makes sense. Major competitor for the product is Nivea, which is produced by German based company Bierersdof. This pair of ads was subject to controversy and eventually led to Nivea retracting the campaign. It seems as though the nature of their products, as intimately related to bodies and, as a result, their skins and genders, always leads back to the regulation of those bodies by hegemonic ideals. The white males are left to their own devices- looking suave and smug while gambling in dramatic lighting which highlights their jawlines, cheekbones, and dark hair. Ultimately, as Douglass argues, these moments are ones that can (and should) be used to analyze a broad set of cultural implications, rather than giving into the temptation of only focusing on the isolated event itself. Even their longer, slicked back hair contrasts with the severe buzzcut of the black subject- suggesting that some men need to be restrained more than others, or that hair on some bodies is more threatening when left unaltered. They took it off of social media and also apologized to the public, it might not what an apology should have looked like but they still apologized. The sharp decline of middle-class self-employment necessarily implied a crisis for the ideal of high-minded, self-restrained manhood it had once sustained. Adam Boult 7 April 2017 • 1:44pm A n online advertisement for Nivea's Invisible for Black & White deodorant has been withdrawn, and the company has apologised, after a … This Douglass-esque otherization and stigmatization of marginalized sub-cultural groups is almost perfectly and painfully evident in the caption posted to Facebook, introducing the ad, “Keep it clean, keep bright. Advertisement Analysis: Nivea Ad; Advertisement Analysis: Nivea Ad. • Efficient and effective management are the main contributors for the achievement of organisational goals. Although this advertising campaign is flagrant and offensive, it shouldn’t come across as shocking or unprecedented when contextualized in its cultural setting. First, with the rise of big industry, the way men worked was changing. As seen on Good, Nivea has created a series of print ads f or its Revitalizing line of men's skincare that feature well-groomed men tossing away masks of their scraggly, pre-Nivea faces. This placement is not ‘exemplary’ in the same way as the elevated second image, it is a banal or everyday location. Discrimination of any kind is simply not acceptable to us as a company, as employees, or as individuals.”. To indulge in all that comes with ‘Sin City’ and to still remain distinguished or put together, is to reach the heights that the visual elements emphasize. It can be concluded through the analysis of the NIVEA for men range in the market that company emphasis on the advertisement for the launch of NIVEA for men range in the market, as there was effectively focus on the football sponsorship to increase sales of the company or in order to get the additional market share because it is the game that loved by the citizens. The 2011 advertisements for the men’s line also represent an attempt to carve out a masculine space. All of the words in this ad are just wrong. In contrast to the more casual grey sweater, surely designed to emphasize crafting a less threatening black-body, the white model wears a full suit. 943 Words 4 Pages. These products and regimes of caring for the body serve to shore up these ideal male and female subjects through presentation. In advertisements directed at males a woman can be used to praise the man and reinforce the products quality to the audience. Lancaster’s point about job insecurity and the decline of a stable, white middle class as a result of immigration and racial tensions underlies the difference in civilization rhetoric in the men’s advertisements. If you don’t use Nivea, or cannot afford to look like this, the ad suggests, you must simply not care enough- and that’s not the right look for the refined, cosmopolitan, capitalist man. Customer groups on the basis of gender (Men/ Women) and age (Baby/ Millennial) has been defined by the company to offer them products as per the life stage to which they belong to. Nivea did an incredible job using their product packaging design to create the thought of "night" in the consumers mind... Nivea Night... its got a ring to it. It also works to reinstate a nature/culture binary, where men are cultured beings of higher, capitalist society, while ads and descriptions of feminine products emphasize their organic ingredients and a return to a natural body. Now they could use NIVEA for Men, a range of skincare products just for them.”. Using Brierley’s technique in the Nivea advertisement, it looks like there are two formats being used where the woman in the advertisement is a presenter with the product presented near her and she is shown having a clear and youthful complexion without any wrinkles and the way this advertisement makes the consumers show how the product works and what it does signifies it with a slice-of-life format. That is to say that the dichotomy consciously proposed by NIVEA serves not just to distinguish and separate blackness from whiteness, but to define whiteness itself by its lack of purity, thereby directly categorizing blackness not only as impure, but also as a direct threat to the purity of whiteness — or as they put it themselves, “…protection that keeps black clothes black and white clothes white for longer.”. Rather than catering their products to match the needs of each consumer base, their advertisements consistently reinforce a nationalist white femininity. NIVEA Stress … USA). NIVEA night is a creative packaging advertisement that makes sense. Other images from the campaign, however, suggest that giving a damn may not look the same or hold similar prospects for all men. Marketing*Communication*Analysis* * *Siriwan*Siriwangsanti* * CONTEXT ANALYSIS In this report, we will analyze the marketing communication strategy for the new NIVEA Stress Protect launch in February 2013 in UK and in Germany. In this ad, Nivea tried to show that when you use the deodorant you will not have the marks. Therefore suggests the image of the moon, cover, and background are night sky. The ad is part of Nivea’s “Give a Damn” ad campaign. Plus, the lighting is present to show the moon in this creative advertisement strategy. This has shown the popular demand of consumers for skincare products in the New Zealand market. Ch. A relatively popular white supremacist group posted this statement on NIVEA’s Facebook page shortly after the ad was launched: “We enthusiastically support this new direction your company is taking. Their products and advertisements have always exhibited a clearly racist rhetoric, instead the change in reception that these ads have faced is a result of a cultural situation that’s evolving faster than NIVEA is. Additionally, rather than an aggressive posture of throwing the mask, he stands tall and straight, feet spread in a dominant pose, yet his arms are relaxed. Being sinful or uncivilized is not what is up for question in this version of the advertisement- advancement is the name of the game. Advertisement analysis –Tesco’s 1097 We humans are programmed or born with the inherent desire to satiate our needs. Discover NIVEA’s range for men and find the ideal thing for him Men have unique needs and preferences, and here on this page you can find the ideal product for keeping yourself or the other men in your life clean and suave according to body preferences and personal needs. 11 “T-Power,” in. The one featuring a white model reads, "Sin City isn't an excuse to look like Hell." An Introduction to NIVEA and its History. Whether that involves an unfinished home, car crash or annoying children, life dishes out enough daily distractions without needing one … An analysis by Dylan Parker & Guin Wright ... Sexism and Racism in Advertising. When you look at this ad that’s not what you are getting from it. Nivea: Gendered and Raced Care of the Self, Looking Like You Give A Damn: Crafting Masculinities, Conclusion: Hegemonic Masculinity and Femininity Commodified, https://www.ftc.gov/news-events/press-releases/2011/06/ftc-settlement-prohibits-marketer-claiming-nivea-skin-creamcan, https://en.wikipedia.org/wiki/Nivea#cite_note-6, https://www.niveausa.com/about-us/our-company/niveahistory, https://www.nytimes.com/2017/04/04/business/media/nivea-ad-online-uproar-racism.html, https://www.nivea.com.au/products/deodorant/black-and-white, https://www.washingtonpost.com/news/business/wp/2017/04/05/niveas-white-is-purity-ad-campaign-didnt-end-well/?utm_term=.d0d39d940fd1, https://money.cnn.com/2017/04/05/news/companies/nivea-white-is-purity-racist-ad/index.html, Lancaster, Roger. Alas, although one of their concluding points in the autobiographical section of their website states “For 100 YEARS we have created skincare products which means NIVEA understands skin like no one else, for any person, male or female and for any skin type – NIVEA for life,” it is ultimately unsurprising that the company’s first few misguided forays into ethnic inclusivity were massive failures, complete with extremely telling cultural implications. And so, in 1986, they sparked a self-proclaimed “Revolution in Skincare” by choosing to encompass men’s skincare needs into their mission statement: “No longer would men have to use products that belonged to their wives, sisters or mothers. to not be tainted by dirt, or any any projected impurity). But they didn’t; they put these particular ads out into the public. This can be observed from the focus of the image which is a woman with bright glowing skin – this can be assumed to be from the moisturizer. “First, with the rise of big industry, the way men worked was changing. The use of Nivea’s products, for these men, is not a matter of taming oneself into a civil humanity. In the year 1980, Beiersdorf, which is known as the international company owns NIVEA and after that, the company has … While the product advertised and the general trope of unmasking are the same between the two ads, the difference in the text is what prompted backlash and was the main target of angry social media users. The advertisement, which was on Nivea’s Middle East Facebook page, was being discussed on 4Chan with racist comments on Monday. Proper consumption itself becomes a means of achieving the ‘purity’ of the deodorant ad, and the distinguished ‘civilization’ of the men’s ad. We deeply apologize for that and have removed the post. The things we observe at night become symbols. The Afro is a charged cultural icon which is already involved in contests of ‘civilization’ in a way the second image’s long hair and beard are not. Essentially, the main implications of an association of whiteness with the conceptual notion of purity is twofold; which is to assert caucasian superiority on both an ethically abstract basis (e.g. NIVEA fully rebranded themselves in 1958, in an attempt to step away from their reputation as simply the vender of their flagship product, and transformed themselves into a larger figure in the skincare industry by introducing various kinds of sunscreen and specialized products for children — while still maintaining a marketing scheme that brazenly appealed to idealized notions of white femininity. The Ad targets young to middle aged women. 10 “Homo Faber, Family Man,” and Ch. No other brand has reached the brand recall level of being a cold cream as Nivea has. The spot featuring a black model says, "Re-civilize yourself." Dark skies, bright stars and an even brighter moon. To begin with, the subject is placed so that the viewer appears to be looking up at him, where he stands seemingly on the edge of a wall or building in the sky, a god-like position. The ads serve to secure and reinstate the position of white femininity by portraying a differentiated use of their products, and by curating whiteness as the goal – the ultimate body to ‘care’ for. AN ODE TO NIVEA’s SUCCESS Term Assessment Task - 2 Presented by : - Tarun Arya [email_address] 2. Nivea has become embroiled in a race row after an “appalling” face cream ad that promises “visibly lighter skin” for black women. The first image’s text is especially charged in the context of racial politics in the United States. 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