“Nivea’s ‘Re-civilized’ Ad called Racist”
Racism has existed throughout human history and technology has advanced like no other, but how are we still able to advertise what is morally and ethically wrong to society? A great company like Nivea has succeeded just by producing its quality product to us, why would it go overboard on advertising such a campaign? Why would anyone advertise a racist campaign ad? Nivea creams ad for Nivea For Men seriously offended some in the black community, actually plenty to make such a big controversy. This Ad appeared in the September issue of Esquire. The ad shows a short-haired black man in a gray sweater tossing the head of a black man with an Afro and beard (presumably his earlier non-Nivea
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Nivea no longer welcomed in my household.” This ad made such a crucial controversy towards being racist towards African Americans that the German parent Beiersdorf, responded on its wall with an apology:
“Thank you for caring enough to give us your feedback about the recent 'Re-civilized ' NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company.” The team advertising group which was responsible for this particular ad was the Chicago Advertising agency DraftFCB. This particular team, as there is tons over every part of the country, had no diversity in the group. They were all of Caucasian race and in their mid early 30’s. To them, as to many others it didn’t reflect any racism, where it had to leave to such a big disappointment to the society. The reason for this is because there is also another similar ad to the racist one, but it shows a white model in the Ad. The one featuring a white model reads, “Sin city isn’t a excuse to look like hell.” To be fair, Nivea in this other ad asks white men to “look like you give a damn,” which features a guy in a suit holding the similarly severed head of another guy with shaggy hair and a full beard. But in contrast that ad has and says nothing about re-civilization. The message there seems to be that white men already
The ad is in the colors of grey and white in what it looks to be an isolated bathroom or showers. The floors look dirty as if no one been there for a long time. In this ad there are three young adult women and three young adult men. It can be assumed by the ways these ladies and men were dressed it was summer. The ladies are dressed in white, one of them having a laced dress with a flower near the shoulder. The other lady is laying on the floor with a sleeveless blouse and along with mini skirt. The other lady is against the wall and is wearing very short pants and a blouse that is half see through. Two of the young men are only wearing white jeans without a shirt, the other man is wearing a white blazer over his shoulders, blue jeans and sneakers. Dolce & Gabbana are selling their summer clothes collection. At least that is what a person will expect just passing through the pages of a magazine. For another person that is looking at the subliminal message could find the ad as promoting violence against women.
People cannot continue to live in fear of what they do not understand and be fed what the media is giving to them by the spoonful. We have to learn to make our own decisions, and running a positive ad to show that people are people and we are all one in the same, no matter our race or religion, is what is needed, especially in the world at its present state. I would not be surprised if in the next ten years or so, there will be more ads like this throughout the United States and not just on the side of a bus in Hillsborough County. Eventually, there will more than likely be more cultural integration and education on the subject to lessen fears and discriminations to create a more positive and working human
Women should not be exposed on an ad about becoming a vegetarian due to the suggested violence. The suggested violence in advertisements could be the reason why women everyday are being degraded just because of their gender. There is no excuse to having a woman naked to get across a point. This organization demeans women by taking her, making her naked, and showing off the parts of her body to get a completely off topic view across. Advertisers have come to the point where they will do anything and say anything to sell a product or an idea. Kilbourne explains that “there is no doubt that flagrant sexism and sex role stereotyping abound in all forms of the media” (283). Kilbourne elucidates that women play roles as a piece of meat on television. Women are not portrayed as strong people in most advertisements and because of that, there becomes a normalcy to women not being strong people, which in the long run creates stereotypes.
The “ Dove Drops an Ad Accused of Racism” article can be connected to the short story “ A Rose for Emily”, the new generation is trying to end with racism but the past generations is not allowing that to happen. The Dove commercial showed a black girl removing her brown shirt and underneath it was a white girl with a white shirt. So what most people interpret was if you are black than you are considered dirty, and if you are white you are considered clean. So if the black person wants to be clean they must use Dove. The ad received a lot of backlash from the people, and that was not the only time they made a controversial ad, in 2011 the ad had three girls side by side. One was darker than the other, they tried to show before and after. The black girl had bad skin, while the white girl had the smooth skin. It been over 100 years since slavery ended, racism should have stopped with it. Before Trump was elected as our president, it was believed that racism was slowly fading away, Obama was making more and more people enter our
Within the advertisement they broadcast systemically reenforced and exaggerated a large number of stereotypes about both men and women. Some may wonder, however, how this really effects everyday life. If someone sees so many ads in a day what is one more, one that is just a bit more sexist than the typical beer ad. While this it is true that the average person is overstimulated by the number of ads as it is there is still something to be said for the content of the ads. Even if a person doesn’t mentally acknowledge them the brain still notes them and stores them in the brain. If time after time one sees women in the submissive role or treated as objects, chances are they will start subconsciously believing it. On the other hand if men are constantly portrayed as stupid and hormone driven then that bias will start to seep into reality. There are also significant moral issues with this ad, if time after time women are portrayed simply as a visual feast it changes how they will be treated for the rest of their lives. Next time they walk down the street theres a chance a man may catcall her, acknowledging the fact that she was in some way appealing to him. He doesn’t do this because she is smart, funny or kind he does this simply because he was pleased by her appearance and may even think he is complementing her. However, by doing this he reenforces what the media has
Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.
people making the advertisement saw nothing in it that would render it offensive under the New
Because of blacks’ marginality at the time in economics and politics, white Americans, including white businesses, believed they could malign African Americans. This helps to explain the use of derogatory advertisings using insulting black images during this period. Some white companies as a part of their regular advertising featured blacks with exaggerated physical characteristics in their
Finally, a commercial ad from 2000. It starts with a white back ground and a brunette woman in an all-white outfit. She begins by saying she’s, “[…] a believable 18 to 20 year old female who is racially ambiguous, and [she’s] in this tampon commercial because market research shows girls like you like girls like [her].” They go on to several angles of the same woman in white. She then says “Now I’m going to tell you to buy something. Buy the same tampons as me. Because I’m wearing white pants and I have good hair. And you wish you could be me.” Then it goes to a black screen that reads “Why are tampon ads so obnoxious?” then it cuts away to an image of all of their new products with a headline of “Break the Cycle.” It seems that this commercial ad is calling out all the go to appeals feminine hygiene products advertisers utilize, but on the other hand still using one of Fowles fifteen main appeals, autonomy. Basically asking the viewer to be their own person, but to still buy Kotex products.
The article refers to how commercials that reintegrate the usage of the typical black woman misrepresentation or stereotype becomes offensive when it involves consumer
Such a wide reach of influence can be detrimental to one's on the receiving end of calumny. A black boy wearing a jackie reading “Coolest Monkey in the Jungle” was released by H&M online to a substantial uproar leading H&M issuing an apology, taking it down from stores. Advertisements akin to this have decreased in number and severity since the 1900s, but this ad confirms certain things go unnoticed leaving an insult in the faces of people of
Banana Boat printed an ad in an early 2016 edition of Glamor magazine. Marketers for the brand have a woman lying in sand while wearing a blue bikini and making a sand angel. At the bottom, they have a picture of their sunscreen bottles and the facts about it on top of the picture. The ad itself strategically sat between two celebrity gossip
CareHaven’s use of the Caucasian woman is their strongest attribute in this ad to support their effort to lessen violence against women. She is Caucasian, blonde, well-dressed in a gold and white
One will see a white female with pouting red lips and the very petite body that resembles a thirteen-year-old girl. The extremely artificial women and the heavily photo-shopped pictures in these ad’s create a norm and make those women who look differently, feel insecure of who they are and make them feel as if they are less of a woman, for example they tend to over represent the Caucasian, blonde with bright eyes, white complexion and a petite body. This is an unattainable beauty for most women, which has caused many to develop issues such as eating disorders, depression and the very much talked about these days, anorexia.
This ad targets multiple markets, including: all races and religions, as well as people of any age. This is evident because the ad features people