Counter Ad [Blog Post #2] — Design

16/02/2011 § 1 Comment

I’ve brainstormed a few possible ways to alter the Nivea ad. One way could be to ad pimples to the girl’s face or at least blotch it and make it look less flawless. I could do that by adding moles or red spots that indicate acne. (At first I’d have to look up what acne looks like and try to do my best to imitate acne and pimples.) This manipulation could be very effective because it contradicts the whole point of the ad. Nivea’s face-care products target for naturally clear and healthy faces but adding pimples go against that completely.

Another way is to get rid of unrealistic “natural” glow of her face. No real human being ‘glows naturally’ like that. The idea of a glowing pretty face is a commercial idea because I’ve never actually seen a real beautiful person’s face glow. I can do this by adding the right colour of peach to cover up the glow and the effect of doing so would make the Nivea girl look a little less flawless but a lot more realistic.

A third way would be to change the text, for example, where it says “BOOST your skin’s own ability to protect itself from environmental stress and damage,” I could change it to: “BOOST your skin’s inability to protect itself from ineffective commercial products,” or something along those lies. Then, in the smaller text below, I could change “…boosts your skin’s natural ability…” to “…lowers your skin’s natural ability…” and replace all the vitamins with the possible symptoms and side-effects that could happen if someone uses the Nivea product. This is going to be an effective way to manipulate the ad because the text of the ad was the most structured and convincing. If I ruin the core of the ad’s appeal, then the ad wouldn’t be as tempting and convincing.

Finally, as a final attempt to really mess up the advertisement, I can use Photoshop or GIMP (or whatever program I’ll have access to) to manipulate her smile and the look on her face to make her look like she’s in pain or at least bewildered. If I can get the Nivea girl to grit her teeth and mess with the smile in her eyes, too, (open her eyes to be wider), then she’ll look like she’s in pain and not enjoying the Nivea product. This manipulation would represent the mental health part of the product’s effect. When and if a teenage girl uses this product and it doesn’t work, and she starts hating herself for not looking as beautiful as this Nivea girl, then her insides would be in pain and, although outside she would seem happy, inside, she hates herself. Manipulating the Nivea girl’s face would only represent this.

I think the most effective way to depict the ad’s real message would be the manipulation of the Nivea girl’s face. Although it might be a little challenging, pictures speak louder than words and people would understand immediately that the Nivea product is a bad idea. The manipulation of the text could also be one of the more effective manipulations, too.

§ One Response to Counter Ad [Blog Post #2] — Design

  • Brian McEwen says:

    The various options you’ve presented, for the most part, are really variations on the same idea: change the appearance of the girl. While you do have an alternate design option still (text manipulation), much of what you’ve suggested falls under a single large idea/option. You’ve also not got as detailed a justification of your choice as you should have; this would come from a comparison of all the options you present, as well as explicit reference to the health concerns you identified in your “Investigate” post, and would allow you to choose the “best” option afterwards.

    A good start, nonetheless.

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