Advertisement Analysis: Nivea

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“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 self), with the motto: “Re-Civilize Yourself.” Nivea’s campaign contained deliberately racist suggestion that black people aren’t civilized. Everyone knows what racism. Racism may be defined as the hatred of one person by another -- or the belief that another person is less than human -- because of skin color, language, customs, and place of birth or any factor that supposedly reveals the basic nature of that person. Racism is still a huge factor even though it isn’t in bad grounds as it use to be, but it definitely shouldn’t be used in technology with its advertisements. Technology has evolved in various ways that tie into media and communications. It seems as though now a day, everyone is using computers and is efficiently exploited to anything and everything that is happening around the world. So when something is advertised and isn’t accepted by the community then there are plenty of ways to deliver feedback on the situation. This is exactly what happened to one campaign ad that Nivea delivered over the website on what we call Facebook and Twitter. The Internet erupted in fury over the ad, with calls that singer and Nivea spokeswoman Rihanna disowned the company. Facebook users began posting photos of themselves with Afros on...
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