Adisement: An Analysis Of The Nivea Advertisements

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In this essay I will be analysing the Nivea advertisement. Brierley (2002, p. 174) claims that there are three basic formats of advertising in commercials and print advertisements. They are presenter, demonstration and slice-of-life advertisements. 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. So basically this advertisement portrays a women who is not that young anymore but her skin is healthy and wrinkle free with the result of using this product and so can be used by the consumers who want to get rid of their aging skin. Therefore, this advertisement is a presenter and a slice-of-life because Brierly (2002, p. 174) claims that, “The purpose of these advertisements is to testify and explain the use the product and to display a range of attributes that go with it. Presenters are also chosen for their specific features – lips, hair, teeth – which help to show off the product just like a fashion model.” Brierley (2002, p. 178) also says that, “ Slice-of-life advertisements show product in use and the types of people who use it. Slice-of-life commercials and print advertisements connect brands to the real world of consumption; brands appear natural and everyday.” The next thing in analysing this advertisement is to decode the signs. Jonathan Bignell states that the first step in analysing an advertisement is to note the various signs in the advertisement itself. Bignell (2002, p.... ... middle of paper ... ...- ever. The object being advertised stands in for the self which we desire to become. Gender plays a vital role in advertisements because as Bignell continues saying that both an individual man and woman are addressed as a member of a gender group. An advertisement is offering something and at the same time coding the reader as a particular type of subject, a gendered subject. So with this we can intercept in the Nivea advertisement that all the signs pointing towards women is to make them feel happier about themselves if they use this product and make them feel better in their gender identity. So in this case of the advertisement, the product addresses to those women who desire to have or become someone they currently are not. Therefore this is how the Nivea advertisement is addressing gender. Here is the concluded contextual analysis of the Nivea advertisement.

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