Advertising Analysis Assignment--Nivea Cellulite Removal Products
The product I selected for the advertising analysis assignment is the Nivea Good-Bye Cellulite serum and gel-cream that appears in the May 23, 2010 edition of the Orlando Sentinel's coupon advertisement.
When I first glanced at the Nivea ad, I perceived the company was selling women's suntan lotion. When I read the ad's information, I saw a cellulite removal product was being marketed. To appeal to women, Nivea selects the color blue for the model's swimsuit and for the ad's background. By using the blue color, the model and Nivea wish to convey a sense of happiness and optimism in a leisure setting. Along with the print advertisements, Nivea offers more product informtion on other items and on line coupons at Nivea.com that shows before and after photos of people using the cellulite removal products. Additionally, the web site also offers information on exercise programs, nutrition, and relationship articles (Nivea). To keep the product in a positive light, the company is suggesting that the women will be "bikini ready" for the beach or swimming pool and not have any embarrassing cellulite visible to her boyfriend, partner, or total strangers. In the print ad, Nivea states: "[Good-bye cellulite gel cream] visibly reduces the appearance of cellulite in little as 10 days. 71% of women confirmed visible results after regular use. The test involved 184 women" (Good-bye).
To appeal to women, Nivea shows an unaccompanied white woman that is smiling, confident, and thin enjoying the benefits of their cellulite removal cream. Save for the model and Nivea products, there are no distractions such as men, children, or other women in the print advertisement. From the male perspective, I perceive that Nivea is target white women in their twenties living in Florida. If Nivea used different female models with dark skin with different body shapes, then more women may be willing to try the product. The choice of clothing gets my attention; however, it may not appeal to another woman. The ad ascribes to the theory that sex sells. At this time, a print ad is unable to give a pre-recorded message; however, I use my imagination to convey the model's style of communication. If the print ad was able to produce a pre-recorded audio announcement, then I would be impressed with a technology improvement.
Since the print ad has no musical available for listening, I look at the graphics. I see the blue lettering is used to complement the product packaging and model's swimsuit. Nivea wants to communicate happiness, energy, and confidence when a consumer uses their products. From my perspective, the ad does not change my view of the world or my immediate surroundings. Additionally, I am not motivated to purchase any Nivea product because I am a man who does not obsess about cellulite. Nivea feels that they are better positioned to help women who are uncomfortable with their beauty imperfections.
When I look at the advertisement's model, I believe that Nivea is targeting women, who are in their twenties, living in Florida. Nivea chooses women in living in Florida because they have access to beaches and swimming pools where to want to look and feel confident in a bikini. If the Nivea ad used only black and white print without any product imagery or a female model, then I would ignore the advertisement. By selecting a mundane black and white ad, women may perceive Nivea as offering a substandard product.
Overall, I felt that Nivea's cellulite cream is effective in helping women feel more confident in public by selling an effective cellulite removal product.
Works Cited
"Good-bye Cellulite, Hello Bikini!" by Nivea. Advertisement. Orlando Sentinel. 23 May 2010: final ed.: 183.1A. Print.
The Nivea Care Site. Nivea. Web. 23 May 2010.
Where is your thesis statement and the following sentences supporting it?
ReplyDeletePlease follow all the guidelines of the assignment. I see the answers to the questions but I do not see the thesis statement of the ad.