The paper 'Analysis of Nivea Body Advertisement" is a perfect example of a marketing case study. This case study is based on the ‘ Nivea Body’ advertisement that was published by the product’ s manufacturer BDF Beiersdorf in a South African Magazine by the name True Love Magazine. By analyzing the content of the magazine, it is easy to tell that its prime target market is the young professional woman who is concerned about body image. Such is evident from the pages dedicated to fashion and style, etiquette, hygiene, and career-related articles.
On its part, the ‘ Nivea Body’ advertisement features a young-looking woman with a radiant smile and a noticeably clear, smooth and glowing skin. The model has a dark-skinned complexion, and one can interpret this as an intentional move by the advertisement creators to speak directly to the predominant dark-complexion women population in South Africa, hence an indication that BDF Beiersdorf knew its target market well. The Needs and Wants to be targeted by the Nivea Advert It is rather obvious that skin disorders such as acne, pimples, and uneven skin tones have plagued humankind ever since time immemorial.
Moreover, skin conditions always affect how people perceive their self-image, and can go as far as denting one’ s self-confidence and esteem. Knowing how culpable the need to have a smooth even skin often makes people, manufacturers such as BDF Beiersdorf specifically seek to provide consumers with the much-sought solutions. Through creating an idealised image of a young woman who supposedly uses the advertised Nivea lotion, the advertiser is able to use the ‘ beauty object’ of the featured woman to portray the positive skin changes that one can expect on using the product.
According to Solomon (2008), advertisers target addressing the underlying consumer attitudes, which intervene between consumer behaviour and marketing mix. Since attitudes are based on the motivational patterns of an individual, the Nivea advert seems to target the consumer’ s need to attain even and radiant skin tone. Solomon (2008) observes that an attitude is a long-term approach, which is gained through experiences. Hence, consumers have varying attitudes depending on their experiences. Additionally, a person’ s attitude is affected by their thoughts or knowledge about a particular product (cognition); their position or perception towards the product (affection); and their intentions towards the product (behaviour). Apart from the image, the advertiser was keen enough to include the words “ gives your skin radiance and clarity” and “ brings out your fair, youthful skin.
Naturally. ” Such promises are in line with Waters and Ellis’ (1999, p. 4) assertion that marketers of skincare products and cosmetics usually sell their products to women on the promise that they will look younger, or will be able to catch men’ s attention after using such products. To this end, one can argue that the advert is also addressing the insecurities, and self-esteem needs that come with ageing as suggested by Waters and Ellis (1999, p.
1). The beautiful woman used in the Nivea advert creates the desired impression, and with the catchphrase “ Radiant even skin. Naturally” written in bold, consumers flipping through the magazine pages will most likely assume that the product is associated with the good-looking woman.
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