Introduction
Advertisements are very manipulative and use tactics that directly and involuntarily appeal to the mind of the target person. Despite the ignorance of the same and disbelief in their effects, advertisements remain complex and significant in the choice of products owned by an individual. Usually, ads appeal to memory or emotional response. As a result, it creates a natural motivation response that triggers the mind to activate affiliation, self-acceptance, and feign community feeling. In the end, advertisements succeed in appealing to emotions through capitalization on biases and prejudices of people. The ad offers the cognitive perspective of product or service perception to influence the purchasing pattern of members of the target group at the individual level. In the product market, lifestyle defines the activities clients are involved in such as beliefs, opinion, health aspect, and interests (Bowden 31).
Therefore, response to an advertisement will originate from the bandwagon technique, which heaps pressure on the mind to follow the perceive crowd. As a result, the answer will form the risk reversal element. This analytical treatise attempts to explicitly review the Nivea Skin Care product advertisement in terms of its appeal to needs, desires, and values.
Analysis of the advertisement
Perception
This advertisement has a sophisticated presentation, and it directly appeals to women across the globe. Understanding of the mind is often ignited through a series of propaganda initiatives aimed at the awakening involuntary desire to possess or associate with a product or service. The advertisement is meant for the western market since the picture in it is that of the famous American singer Rihana.
The image of the famous singer Rihana is clear in this Nivea skin care product advert. The advertisement appeals to beauty and youthfulness as part of the feminine subjectivity. The commercial is strategically sound since it is designed for the women audience. The poster is driven by the object of perfection designed to convey information to women about the attractiveness of their skin. The commercial has employed an emotive language e to reveal the benefits of the Nivea skin product which has been in the market for a century.
The product is publicized because it is available to all women. Thus, the benefits and values of the Nivea product must be communicated through the famous singer to the target market. The advertisement is focused on persuading women about the relevance of the product since everybody wants healthy and glowing skin. Bad skin is depicted in this commercial as the worst enemy to the freedom of women. The target market wants always to remain sexy, young, and beautiful as the image displayed in this advertisement.
The image shows a slim and youthful lady associated with the modern model lifestyle. Reflectively, the excessive focus on body appearance has contributed to the high usage of this cosmetic product. The advertisement has utilized the youthful image of the famous singer to build cultural and social values that associate the product with smooth skin. The product emphasizes the culture of freedom and happiness as visualized in the image of the famous singer. A potential customer may be persuaded to purchase this product frequently to enjoy the freshness and freedom, as displayed in the advertisement image. The decision may be influenced by the need to have smooth and fresh skin to feel the freedom promised in the advertisement image.
Needs
Upon reviewing this advertisement, I believe that it intended to sway the women customers to cue their mind by what they see and follow recommendations from famous persons associated with perfection. I am convinced that the use of glittering generalities on this product aims at influencing the involuntary urge in mind to identify with attractiveness as painted in colorful Nivea advertisement. I believe that any mind in the target culture would easily be influenced by the brightness and attractive presentation. The members of this society want to imitate what they perceive as perfect or famous.
Desires
The main reason for using television as the advertising medium is that it will facilitate to capture a vast target audience. Majority of the homesteads in the target market own televisions. Hence, using television to advertise the Nivea Skin Care product will allow the company to reach a wider consumer base. Apart from reaching a wider consumer base, television conveys messages in both audio and visual form. Therefore, through this medium, I am convinced that the Nivea Company can pass the information even to those consumers who are not conversant with the online platform. Advertising the Nivea Skin Care product in both audio and visual format has facilitated in information retention. Once people watch and hear these television advertisements of the Nivea Skin Care product, it becomes hard for them to forget it quickly.
In the television advertisement, the Nivea Company has embraced the element of perceptions. Perceptions are unique ways through which consumers internalize and interpret information about a product. In the case of the Nivea ad, I noticed that the perceptions are related to price, quality, and quantity. In my opinion, the aspect of appealing to ideals of the target population has been perfected by contracting the popular female celebrity as company’s Nivea Skin Care product image. Through recommendations of Rihana, who is a renowned celebrity, the target consumers are persuaded to try out the ideal product recommended by their favorite celebrity.
This campaign has a complex presentation and directly appeals to female customers across the globe. From the picture in the advertisement, it was initially meant for the western market since the image in the ad is that of the famous female American singer. The campaign is strategically sound since it was designed carefully to suit a particular target audience who are the female customers who use the Nivea Skin Care product. The Nivea campaign is driven by the specific objective of informing and appealing to the potential customers about the need to sustain beauty through skin care.
In summary, through timely appeal to emotions and self prejudice, the advertisement plan for the Nivea Skin Care product will skew human mind towards embracing the ‘perceived goodness’ and need to identify with ‘the ideal’ in the advertisement strategy. Interestingly, these aspects are integrated as perfect in the advertisement plan about the Nivea product through the use of bright and powerful communication themes such as the brand name. The company must have a comprehensive understanding of the dynamics of the Nivea product market, quality assurance, cultural compliance, and practical marketing skills when reaching its target market through the Nivea advertisement. The language used in the Nivea advertisement makes the customers to quickly identify their needs, desires, and perceptions of beautiful skin.
Personal Reflection
I believe that this advertisement has employed emotive language, facts, and opinions as an approach to reveal the intentions of the Nivea advertisement. Reflectively, in my opinion, the successes of the Nivea Skin Care product promotion message is deeply entrenched in the principle of keeping a reliable and professional reputation in exchanging ideas and convincing customers. Through a timely appeal to emotions and self prejudice, the Nivea Company have realized that human mind is often skewed towards embracing the ‘perceived goodness’ and need to identify with ‘the ideal’ in the packaging of the Nivea Skin Care as the ideal skin care product. Interestingly, these aspects are painted as perfect in the above advertisement through the use of bright and powerful communication themes such as the image of Rihana and short but clear message appealing to the mind of potential customers.
Conclusion
Generally, the catchier an advertisement is, the higher the chances of recognition by the target audience. On the other hand, less catchy advertisements may not work well with the perceptions of the target audience. Creation of content is essential when appealing to donors of diverse social, political, religious, and ideological inclination. Cueing of the perceptions of the target audience was well organized and executed in the Nivea Skin Care product advertisement. The effects of media on the advertisement campaign are weighed against the suitability of marketing approaches. Therefore, realistic market assessment and creation of a unique market niche are the main prerequisites for successful advertisement campaign monitoring. The Nivea advertisement has all these qualities.
Works Cited
Bowden, John. “The Process of Customer Engagement: A Conceptual Framework.” Journal of Marketing Theory & Practice, 17.1(2009): 63-74. Print.
“Rihana and the Nivea Skin Care Product” n.d. Web.