Audience and purpose
The Ad targets young to middle aged women. since the product is a moisturizer the target audience can be narrowed down to women with dry skin. This can be observed from the focus of the image which is a woman with bright glowing skin – this can be assumed to be from the moisturizer. The main aim of the Advertisement is to sell the product offered by Nivea. This involves persuading the viewers to buy it by making choices in the visual language, style and other persuasive techniques.
Content
In the Advertisement a man and a women can be seen in close proximity to each other. The woman is the focus of the image and has her mostly bare back facing the viewer. The man is overshadowed by the presence of the woman and is cropped off in the side of the image with very little of him showing. The background is plain utilizing neutral colors, allowing the two people to be emphasized. Very little writing in included. A slogan in the center in large white letters states “For visibly smooth and touchably soft skin”. At the bottom it says that the product “repairs dryness for 24 hours in addition to smoothness. At the very top next to the Nivea logo it says “100 years skincare for life”. The main idea of the Ad is that if you use moisturizer your skin will glow and men will be attracted to you. This is especially highlighted by the woman’s awareness of the camera and viewers. Since the viewers are mostly going to be women, its as if she is looking towards the women to show them that the product works.
Tone and Mood
The mood produced by this advertisement is mainly achieved through the use of color, pose and perspective. The overall intimate yet bright mood is caused by the lighting that is natural, yet focused on the beauty of the subject. The close proximity of the man and the woman to each other further emphasizes this intimate mood especially with the poses of each of them. The arms are wrapped tightly around each other, however with the woman looking backwards and smiling, this introduces a slight playfulness and control to the scene.
Style Structure
You have clearly mentioned the targeted audience and purpose of the advertisement, and have effectively analysed and showed how the visual appearances in the advertisement help to sell the product to the viewers. However you have not mentioned who is ignored and empowered and why. Furthermore you have not mentioned the stereo types that were used in making this ad such as "Men care more for beauty in women than anything else".
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