Friday 7 December 2012

Report: "Re-Civilize Yourself"

Nivea’s “Recivilise Yourself” Campaign (2012) Unknown. Available at: < http://blog.ebuzzing.co.uk/article-social-media-buzz-22-08-11-86282662.html> [Accessed 28th October 2012]
Introduction
We chose to revamp a racist Nivea ad. This advertisement showed a Caucasian male throwing the head of an African American with the tag line, ''Re-Civilize Yourself"". We get what they're trying to say but the way they chose to portray the advertisement itself was considered to be racist. At the same time, they are not just discriminating the race, they are also directing it towards the culture of the African Americans as well.

Purpose
The main purpose of the advertisement is to show the revitalizing qualities of their new line of Nivea products. They want to show the modernization of man where the dishevelled and unkempt look have become outdated and should be replaced with a more civilized  appearance. 

It's Relation To Culture and The Society It Was Made For
This product was initially directed / made for Americans; but in fact, this promotional poster can somehow be related to the Malaysian culture as well. The Malaysian society consists of various cultures and religions. Being a multicultural country, we do constantly have our misunderstandings amongst each other. The relations to both Americans and Malaysians is unlimited because the products aren't just directed to one country, it is universal. Nivea is an international company which sells their products across the globe, so it is not just limited to their country, they have to promote their products to other countries.

Why Do We See The Need For A Change
The promotional poster itself is misleading and it should get its main point across. The designers as well as the superiors who created and approved the poster should have given more thought and consideration of its suitability and how it would affect the society. The poster shouldn't make people angry or hurt, it should make them understand more about the product instead. 

How Different and Effective Our Idea In Relation to Culture and Consumerism
The theme of our idea is street art, it is considered creative advertising. Instead of just putting it on billboards, print outs, flyers and TV ads we decided to make it more interactive with the society. In which people would actually stop and be marvelled by the creative outlook in which the product is advertised. The product itself would be imprinted into their minds, it would be something hard for them to forget. It is also Eco-Friendly, we want to promote awareness among the society of using green products or going green. Every culture appreciates creativity, some more than others. When something is different in the environment  regardless of where it is, people are bound to get curious and attempt to find out more about it. 

Rationale
The reason why we chose old buildings and moss as a form of advertisement for the Nivea product is to symbolize its revitalizing qualities. The revitalizing effects counteract the cracks and dirt from the building to give it a makeover. The moss surrounding the building represented by hair where it is unruly and unkempt eventually destroys the overall appearance. At the same time the moss is also represented by the revitalizing lotion because moss needs water to stay alive and healthy. Just like our skin, if it is not taken care of properly it would begin to crack ,sag and wrinkle. 

Sources of Research:

 Links and websites from which we obtained our ideas and inspiration from. Some of our inspiration also came from going out and observing different kinds of advertisements.

(Reference Citing: 

Written by Thong Foong Yann and Komal Puri
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