Analysis of Nivea Body Advertisement - Case Study Example

Consumer Behaviour - Case Study Student’s Name: Course: Tutor’s Name: Date: Consumer Behaviour 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 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 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 skin care 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 a desired impression, and with the catch phrase “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. Perception techniques used in the Nivea Advert The copywriter who created the Nivea advert relied heavily on the targeted consumers’ sense of sight. By seeing the smooth, radiant and clear skin as evident in the model, it is rather obvious that the copywriter was hoping that the consumer would associate the ‘good-looking’ skin with the advertised product. According to Watson and Spence (2007, p. 497), advertisements that feature cosmetics generate hope in their target market by alluding that positive results are possible when one uses the advertised product. Simintiras et al. (1997) observe that advertisers usually rely on emotive perceptive stimulus in order to entice more people into buying a product. Ideally, a woman who has a clear, smooth and radiant skin would be happy and content. Hence, Ruth et al. (2002) observe that working on the emotions of consumers who have had self-image issues through visual appeal would most likely convert a large number of them into buyers since facial skin is regarded as an emotive issue among women. Learning perspective The Nivea advertisement featured in this case study follows the psychological learning perspective that seems to convince women that remaining magically young and attractive is one of their major responsibilities. In other words, the copywriter created the advertisement with the intention of using it for classical conditioning purposes whereby, potential consumers would associate the ‘look good’ image with the advertised Nivea product. The advert goes further to relate the use of the advertised Nivea lotion as one of the ways that women can remain young and with radiant skins. To this end, it is possible that consumers who come across the advert would be convinced that BFD knows a thing or two about maintaining one’s youthful skin naturally. “Naturally” seems to be the most prominent word in the advertisement as if to suggest that other products in the market could attain the same results promised, albeit not naturally. By implying that the advertised product is natural, it is likely that the copywriter had hoped to appeal to consumers who like natural things, and those who probably know that unnatural products have a higher degree of side effects. This observation is in line with Dyer (1992, p. 89-91) who remarks that advertisers create an impression that makes it easy for target consumers to associate positive things with the images represented in the advertisement. As Bennett (2000, p. 920) observe, consumers learn about a product by considering its physical properties and its proposed benefits. In a brand like Nivea, it is probable that most consumers have already used other product lines under the brand; hence, consumers who see the advertised product are likely to analyse it based on the awareness created from the use of other Nivea products, and the current image as presented in the advertisement. Semiotic interpretation of the ad The first thing one can notice about the Nivea Ad is that the featured girl has a clear and radiant skin. Additionally, her exposed shoulders makes the reader appreciate the clarity and radiance of the skin even some more. Her tilted head seems to be well supported by her right hand, which gives the reader a good view of the even skin. Usually, and especially in (dark-skins), hands are lighter than the face since the latter is usually more exposed to the vagaries of weather. By providing the comparison between the hand and the face, the copywriter attracted the reader’s attention to the right places; i.e. the face and hands. The model’s hair is black and thus provides a good contrast to the face, but more importantly, it is held back from the face and as such, it does not re-direct the reader’s attention from the face, and by extension the tone of her skin. Looking at the Nivea ad, one gets the impression that its creators intentionally wanted the readers to be caught up by the woman’s skin tone as a means of selling the image and by extension the advertised product. To ensure that no one confuses the advertisement’s presentation, the copywriter was keen enough to use the words “radiant even skin. Naturally” in a prominent font on the upper left side of the advertisement. Other prominent features include the word “New”, which is set in a different background colour. This can be interpreted as one of the sure ways of informing the reader that the product is worth trying because it is not only based on a “unique combination of natural plant and Vitamin E for even skin tone”, but it is also new! The use of the word “new” could also make the targeted consumers perceive the advertised product as containing unique qualities that they can use in defining their individuality. As Adjei, Griffith and Noble (2006) note, women are sensitive and more aware of products that promise to enhance their individuality and are hence more likely to try products that promise them just that. The advertisement also gives the impression that apart from being clear and radiant, the woman’s skin is also delicate and well nurtured. To some readers, the advert could be interpreted to mean that the advertised product is the perfect solution to delicate skins that need nurturing. Overall, the words used on the upper hand of the advertisement seem to support the general positioning and looks portrayed in the image. In conclusion, it is worth observing that the Nivea advert succeeds in creating awareness of the new product, its attributes, and benefits, and hence holds the potential of capturing readers’ attention and convincing them to consider purchasing the advertised product. The motivational factors that the advert is likely to appeal to are the psychological needs to feel good in one’s own skin, which would by extension serve the self-esteem needs of the individual. The importance of self-esteem and identity among women might also have been a consideration by the copywriter as indicated by Adjei, Griffith and Noble (2006). By featuring the clear and radiant skinned woman, the copywriter may have been appealing to women who are concerned about their place in the society that they can indeed create a special and distinctive identity by using the advertised product. References Adjei, M. T., Griffith, D. A. & Noble, S. M (2006) ‘Drivers of local Merchant loyalty: understanding the influence of gender and shopping motives,’ Journal of Retailing, vol. 82, pp. 177-188. Bennett, J. A. (2000) Managing Tourism Services, 4th edition, J.L. van Schaik Publishers, Pretoria, South Africa. Dyer, G (1992) Advertising as communication, Routledge, London. Ruth, J., Brunel, F. & Otnes, C. (2002), ‘Linking thoughts to feelings: investing cognitive appraisals and consumption emotions in a mixed-emotions context’, Journal of the Academy of Marketing Science, vol. 30, No. 1, pp. 45-58. Simintiras, A., Dianantopoulos, A., & Ferriday, J. (1997) ‘Pre-purchase satisfaction and first-time buyer behaviour: Some preliminary evidence’, European Journal of Marketing, vol. 31, No. 11/12, pp. 857-872. Solomon, M. R (2008). Consumer behaviour: Buying, having and being, 8th ed., Pearson Prentice Hall, Upper Saddle River, N. J. Waters, J. & Ellis, G. (1999), ‘The selling of gender identity’, viewed 22 Sept. 2011, < http://ruby.fgcu.edu/courses/tdugas/IDS3301/acrobat/gender.pdf> Watson, L. & Spence, M. T. (2007), European Journal of Marketing, vol. 41, No. 5/6, pp. 487-511. Read More