Premium Essay

Nivea Ad

In: Social Issues

Submitted By saichinthas
Words 293
Pages 2
Nivea must have a serious lack of diversity on their marketing team, because there is no other explanation for why an ad like this got approved. The ad (see full image here) features a preppy, groomed black man holding the head of his former self, who's sporting a beard, an afro, and a pissed-off expression. The words "Re-civilize Yourself" are scrawled across the image, with the smaller phrase "Look like you give a damn" on top. The message couldn't be clearer: natural hair on a black man isn't a style preference or a nod to afrocentrism—it's straight-up uncivilized.
It occurred to us that there might be an entire campaign based around the tagline, "Re-civilize yourself." No such luck. Although Nivea has several other ads with the words "Look like you give a damn," and one where a white guy is holding a long-haired mask, none of them mention anything about civilization. The fact is, the ad itself is still racist even if it is part of a larger campaign. A person flipping through a magazine won't know the context. All they'll think of is avicious stereotype of black people that still endures, and all they'll see is a black man trying to fit into a white world by shedding his former "uncivilized" self.
This isn't the first time a company has blithely unveiled a bigoted ad campaign, only to be shocked when the public is outraged. How long will it take for companies to realize that racism is not only morally wrong but bad for business? Nivea is currently trending on Twitter, and some are calling for a boycott or for Rihanna to sever her spokeswoman contract. Let's hope Nivea gets the message loud and…...

Similar Documents

Premium Essay


...reasons for the success of the Nivea brand across the world( success factors). Nivea is one of the most popular care skin brand across the world. It has been on the market since 1911. Most of consumers are convinced that Nivea is a local brand as they know it since their childhood. This fact built a loyality and trust to Nivea brand in consumers’ minds. Customers know what to expect after buying Nivea, they know that it’s not only skin care product but also an association with ‘healthy look, gracesfull ageing, better living’. The products are a good values for money as well what kept consumers using it. Another important thing was logo,white and blue colours gave Nivea the aura of honest brand. The fact that it was on the market so early helped Nivea to build position to be a number one skin care brand in commercial world. Since the beginnig Nivea was trying to attract customers by developing new products, by providing them in other countries. Nowadays Nivea has over than 14 ranges available in more than 150 countries. This is one of the main success factor which helps the brand to be in such a position. Another succes factor of Nivea is ‘keeping the brand young, attractive, sympatethic and familiar’ even it’s on the market nearly 100 years. The brand tries to encourage new people to buy their product by producing new ones and bringing newer packaging for them. However the white-dark blue logo is necessary on every item. Q2. In light of Nivea brand extension,......

Words: 677 - Pages: 3

Free Essay

Ads in Consumer

... 1. Why do you wear or not wear clothes that contain advertising? 2. Do you think particular ads on clothes or bags influence a person’s status or identity among peers? 3. Do you judge others by the ads they wear? 4. People usually pay more for clothes that contain advertisements. What do you think of the idea of people paying less if they wear advertisements? 2. Study Part A of the Handout 1, “The Elements of Design”. One way to do this is to highlight key points, use 5 sticky notes to record the most important 5 points, or write jot notes in your notebook. Choose the method that works best for you. 3. Look at several ads and in each one, try to find all six of the elements decide what age group, sex, and economic status or interest group you think the elements are geared toward share your findings with a classmate or record them in your notebook. 4. Choose one ad that you think is very effective. Use Part B of the Handout to help you create a paragraph analysis. ENG2P_Unit2_Lesson3_Student_Instruction_Sheet 1 Student Handout: Unit 2 Lesson 3 Hand-in the following to your teacher: 1. A paragraph analyzing the design elements of an ad (Part B of the Handout). If possible, include the ad you have written about. Questions for the teacher: ENG2P_Unit2_Lesson3_Student_Instruction_Sheet 2 Student Handout: Unit 2 Lesson 3 Design Elements in Ads Part A: The Elements of Design How do advertisers reach a particular audience to encourage......

Words: 790 - Pages: 4

Free Essay

Asdada Dsd Adad Asd Ad Ad Sad Ad

...adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD sad aD asdada Dsd adAD asd aD aD......

Words: 472 - Pages: 2

Premium Essay

Radio Ad

...Radio Ad Script Thank you for listening to 92.3 the FOX… and now to our announcements: Do you ever wake up and think about your musculoskeletal system. Many of us don’t.... arthritis can be a part of not having a good skeletal system. Risk factors include age, joint injuries such as falls or sport playing, obesity, family history and sex. Females tend to have more problems than men.... Want to make sure we can have a healthy skeletal system as we get older.... then listen to this: Remember your mother telling you to always stand straight? Or if you were in the military how your drill sergeant would make you stand straight? Now that we are older in age, if we didn’t listen we sure our paying for it now. Our musculoskeletal system is our overall body and if we didn’t before, we need to take care of it now. There are many factors that we can take into consideration for healthy musculoskeletal system.... such as nutrition. Calcium is something we need. We can get this from green leafy vegetable and dairy. We can avoid the loss of calcium by avoiding sodas and coffee. We can also take vitamin d, magnesium and omega 3. Want to keep it natural. Yoga never sounded so good. Regular exercise and stretching such as yoga also helps us keep it healthy. So next time you walk buy and look at the yoga classes and laugh, just keep in mind that their musculoskeletal system is staying healthy. References Care and Feeding of the......

Words: 1211 - Pages: 5

Premium Essay

Ad Techniques

...recognizable forms of print marketing. Each medium has its benefits and downfalls, such as billboards provide the reader with information that is hard to avoid but it is also hard for the reader to spend enough time reading the billboards so they have to be simple and to the point. Newspapers and magazines provide the advertisers with an easy and relatively cheap way to reach an audience. Readers can peruse newspapers and magazines at their leisure and consider each ad carefully. Using large print and concise headlines grab the reader’s attention in a newspaper where ads are cluttered and frequent. While print media is relatively inexpensive, broadcast media can reach a wider audience. Television, radio, and social media are some examples of broadcast media. Advertisers use commercials that can be aired on television and radio to reach a larger audience than print media. Researching target audiences is a must in this form of marketing. Advertisers have to know what time, channel, and station their audience tunes into. Radio ads must be aired several times before the information will really sink into the listeners mind so the timing and station is very important for the advertisement to be cost effective. Television requires a strong audio and video combination. These components need to function well alone so the viewer can still get the idea of the advertisement if they are not paying attention to the picture or sound. For the advertisers and mediums to be......

Words: 1550 - Pages: 7

Premium Essay

Ad Analysis

...ntro Most businesses rely on advertisements to sale their products. The ad, Inquiries in Science, I have is from a magazine called “Science Teacher”. The magazine cover uses bright colors that stands out to a person. The magazine also uses many different Jib Fowles Advertising’s Fifteen Basic Appeals. This magazine will be for teacher in the science department. The magazine is sponsored by the National Science Teachers Association. The magazine is based on going green and giving teacher’s newer concepts. The purpose of this ad is to help students and teachers become better informed about science. Advertising Description This ad is for the Carolina Biological Supply Company. It advertises a program that makes science concepts easy to understand. The background is white with teachers and students saying their comments or thoughts in bubbles. There are three African Americans, two Caucasian people, and one Asian person. There are more females than males in this ad. All together there are five females and two males. All of the people are in the ad are smiling, doing projects, or teaching. All of their comments are positive comments and positive reactions. A quote from one of the people says, “Now this is what science should be like.” The background of the ad is white with black bold letters. The pictures are in square boxes at the top middle of the page. The bold black words are towards the bottom of the page, right under the pictures. The title of the reading is “What......

Words: 927 - Pages: 4

Free Essay

Prestesting Ads

...the extent to which the intended message is accurately decoded. These comprehension and reaction tests are designed to prevent inappropriate advertisements reaching the finished stage. RULES OF RESEARCH (if the mkt staff of the company has this clear, the pretest shouldn’t fail) - Be clear about the objectives of both the advertising and the research you are commissioning. - Develop trust between your own brand team, agency creatives, planners and researchers. A collaborative approach should not threaten great creative ideas. - Ad development research should begin with testing the core ad strategy in qualitative groups. You can then embark on creative development and pre-testing research. - Ensure your qualitative and quantitative samples match your target audience. So when testing a cutting-edge execution, your sample should not be made up of mainstream consumers. - Encourage your ad agency creatives to attend qualitative groups to witness ad development research in action. This makes the process more transparent and reduces suspicion on both sides. - Don't use pre-testing results as a replacement for your own judgement. Good research is a compass, not a road map. (vienen ejemplos de anuncios con pretesting que fueron un éxito y los que no)...

Words: 455 - Pages: 2

Free Essay

Ad Influence

...of positive memories and feelings that over time people’s beliefs are effected. Could it be that advertising shapes our desire for a more creative lifestyle like those portrayed in ads? In Advertising as Art Michael Schudson questions whether advertising consciously gets people to have faith and buy the advertised product, or subconsciously works when attitudes and assumptions implied in advertising become real to the people surrounded by ads. Today’s advertisements don’t ask to be taken literally, yet marketers have to be careful to not be misleading when targeting a certain group of audience. For instance, in a Bergdorf Goodman magazine ad a male model is wearing a blue suit with a small smirk on his face. Bold-white font writing brings the viewer’s attention to the phrase “A Goodman finishes first.” Everything in this ad seems it can be true to those who wear suits. The ad successfully targets middle class or white-collar men who seek fulfillment in their lives. The phrase from the ad is trying to prompt the audience to believe that they will get what they desire, whether it’s girls, a raise, or attractiveness, by wearing the suit. The male model looks confident standing in an upright position with one hand in his pocket and the other hand by his side. A description is on the bottom of the ad that describes that the model is a political affairs officer. The ad’s assumes that successful and good-looking men shop at Goodman’s Men’s Store. This assumption will make men......

Words: 1035 - Pages: 5

Premium Essay

Nivea Case Study

...through these challenges and problems I have faced. Finally, without all these people surrounding me for the past critical three months of my case study, this might have been impossible. I also want to thank everyone else whom I may have forgotten to list down and I am thankful to my opportunities to have finished this case study. Sasipim Viriyajaroen September, 2014 London, UK Executive Summary Background and statement of problems The case is that the analysis of Beiersdorf AG: Expanding NIVEA’s global reach. The company established in Hamburg, Germany, which developing and manufacturing various range of skin care and beauty products. The most successful global brand of the company is “NIVEA” as many of Beiersdorf international’s customers perceived NIVEA as a local brand. The personal and beauty care product industry has a very high competition and rapidly expansion, while Beiersdorf has to compete against many big players in order to gain the market shares and increase its profitability. The business expansion seems to be the unavoidable choice for every company to extend more profitability. Hence, the expansion was decreasing its profitability, while many competitors like L’Oreal, Henkel and Unilever had recovered from the economic recession. Resulted in 2012, the company losing market shares to rival and falling of profit margin. The analysis and findings has conducted to analyze the company situation. Moreover, the recommendation and proposed......

Words: 11790 - Pages: 48

Premium Essay

Nivea Case

...Amanda Fornes MKT 3600 – Professor Wayman November 3, 2014 Nivea Case 2. If Nivea’s management decision problem is “how can we increase market share?”, an appropriate marketing research problem is “ which segment should we target for our product?” This will allow the researcher to determine what needs to be done and what information is needed to solve the management decision problem. 3. Nivea should use a descriptive research design, specifically the survey method, if they want to understand the preferences of American consumers for skin care products. By using the survey method, Nivea will be able to reach more consumers than, for example, a focus group. Also, administering the survey is relatively easy, whether it be through social media or email. The survey method keeps things simple for both the respondent and the researcher. Ultimately, the survey method allows Nivea to ask consumers specific questions regarding their preference for skin care products. 4. Qualitative research plays a major role in understanding the preferences of American consumers for skin care products. It allows the researcher to gain a qualitative understanding of the underlying reasons and motivations of consumers. In other words, it provides researchers with not only the preferences of the American consumers in regards to skin care products but also the reasons why they prefer/choose certain skin care products. The qualitative research technique that should be used is focus groups because......

Words: 612 - Pages: 3

Free Essay

Analyse Nivea

...------------------------------------------------- NIVEA Présentation : La marque NIVEA a été crée en 1911 à Hambourg. C’est une marque de produit de soin appartenant au groupe allemand Beiersdorf. Son activité est celle de l’expertise de la peau et du soin. Le Groupe emploie aujourd’hui 19 000 collaborateurs à travers le monde, dont 350 en France. Nivea visage et body ont la 1ère place européenne et Nivea Sun la première place mondiale. Nivea a différentes politiques : * Politique de prix : les prix sont abordables. Il y a eu très peu d’évolution depuis son introduction sur le marché : * Politique de distribution : Nivea se trouve partout depuis la parfumerie de luxe jusqu’au souk… * Politique de communication : le conseil et la pub qui lui permet de consolider sa position et de gagner des parts de marché * Politique de produit : ils proposent plus de 300 produits pour le soin. L’OFFRE * Depuis sa création, Nivea vends des produits et des gammes répondant aux évolutions et aux besoins des consommations. * Elle crée de nouveaux marchés. Exemple en 1998 : l’anti-âge, Nivea propose des produits antirides en lançant sa gamme de soin Q10. * Elle augmente et renouvelle souvent son offre. Exemple en 2010 : « la marque se donne un coup de jeune » : emballages modernisés ; logo harmonisé sur l’ensemble de sa gamme. * Elle fait de la recherche pour toujours améliorer son offre, Beiersdorf possède un des plus grands centres de......

Words: 1039 - Pages: 5

Premium Essay


...Introduction The NIVEA® brand is one of the most recognised skin and beauty care brands in the world. NIVEA creme was first introduced in 1911 and the NIVEA brand now extends to 14 product ranges worldwide from suncare to facial moisturisers, deodorant and shower products. In 1980 when Beiersdorf, the international company that owns NIVEA, launched its NIVEA FOR MEN ® range internationally, it broke new ground with its aftershave balm product. It was the first balm on the market that did not contain alcohol, which can irritate the skin. It proved to be very popular with consumers. In 1993, NIVEA FOR MEN developed a fuller range of male skincare products. This reflected the growing social acceptance of these products with male consumers. The brand was able to exploit its knowledge of the skincare market. The company’s research showed men mainly wanted skincare products that protected the face after shaving. Men were willing to buy products that helped calm and soothe irritated skin caused by shaving. The NIVEA FOR MEN brand was launched in the UK in 1998. At that time total annual sales of men’s skincare products (facial and shaving preparations) in the UK were only £68 million with the male facial product sector worth only £7.3 million. Sales of male skincare products have grown steadily since the launch of NIVEA FOR MEN and the market in 2008 was worth over £117 million with male facial products worth £49 million. NIVEA FOR MEN wanted to increase its share...

Words: 2032 - Pages: 9

Premium Essay

Swot Analysis for Nivea

...------------------------------------------------- Chosen Competitor; Beiersdorf AG (NIVEA) SWOT Analysis for NIVEA Strengths * ------------------------------------------------- Strong brand name * ------------------------------------------------- Internationally active * ------------------------------------------------- Availability of multiple language setting on homepage * ------------------------------------------------- Strong appeal on environmental responsibility (animal testing/use of palm oil) * ------------------------------------------------- Customer loyalty – high ratings on net-based markets * ------------------------------------------------- Affordable prices * ------------------------------------------------- Strong distribution network * ------------------------------------------------- Had staff with relevant skills – researchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively. * ------------------------------------------------- Have enough financial resources to market a product efficiently * ------------------------------------------------- Large range of products: Skin care (Nivea Visage, Nivea Body, Nivea Sun, Nivea Soft, Nivea for Men), Personal care (Nivea Lip-care, Nivea Shower Soap, Nivea Deo). Strong brand name: NIVEA Creme, the starting point of NIVEA, was created in 1911 by the German company Beiersdorf. At that time it was......

Words: 746 - Pages: 3

Free Essay

History of Ads

...estimate that on average, the typical North American will see 3000 ads per day (2010). With such a high level of advertising around consumers every day, is it likely that advertising shapes society, or that it merely mirrors pre-existing social trends? This is important because should advertising shape society, the high numbers of advertisements in existence could have a substantial impact to society’s wellbeing, as well as the ethical issues surrounding the messages and behaviours advertisers are trying to achieve. The question of advertising as a mirror vs. creator of culture is one of the most debated issues of the relationship between advertising and society. Does the image of woman represented in advertising shapes society or mirrors already prevailing social trends? Hypothesis The advertising media produces messages,images and ideas of woman, which therefore affect the process of social change. Conclusion The controversy between critical media sociologists, who emphasize the value producing function of advertising, and empirics, who are foremost interested in demonstrating how social reality is reflected in advertising, seems to have subsided in recent years, resulting in a compromise integrating both approaches The history and change of woman portrayed in advertising Depression and war: Changing roles The Great Depression and World War II left indelible marks on society. Through the 1930s, ad copy continued to portray women primarily as homemakers......

Words: 1258 - Pages: 6

Free Essay

Study Case - Nivea (Romanian)

...What is the brand image and sources of equity for the Nivea brand? Does it vary across product classes? How would you characterize the brand hierarchy? Brandul se identifica a fi un ingrijitor al pielii. Caracteristicile principale ale brandului sunt grija, blandetea produselor, increderea, protectia, caltatea inalta, starea de bine si preturi accesibile. De-a lungul timpului Nivea a devenit un simbol al protectiei si al ingrijirii pielii, iar in reclamele acestui brand s-a mereu ideea de curat, natural, nou si proaspat. Sursele capitalului brandului Nivea pot fi multiple. Printre ele se numara si caracterul de inovator si unic dat de procesul de cercetare si dezvoltare continua, respectiv de introducerea pe piata a produselor anti-imbatranire reprezentante in mod special de coenzima Q10. La momentul lansarii pe piata a acestui tip pe produs nu exista un alt competitor astfel incat Nivea a creat acea impresie de unic si revolutionar in materie de ingrijire a pielii. De asemenea, asocierea produselor cu anumite categorii de varsta( persoane varstnice, copii, bebelusi) sau asocierea brandului cu anumite idei, precum relaxarea cu familia in vacante, reprezinta o alta sursa de capital al brandului. Totodata, de-a lungul timpului, Nivea a reusit sa isi creeze o imagine favorabila pe piata produselor de ingrijire personala si astfel brandul este considerat unul puternic. Prin aceasta imagine creata Nivea a reusit sa scoata in evidenta si sa comercializeze dorintele......

Words: 1344 - Pages: 6

Dawn - Vampirella 001(2014)(Digital Exclusive Edition)(TLK-EMPIR | Thám Tử Lừng Danh Conan chap 385 | UK | France |