Hey, It's Me... CeraVe
Who Created the Message The skincare company CeraVe created the message. It is a short 30-second take on why you should use their product. CeraVe has become increasingly popular as a skincare company in the past few years, and most people I know in my age demographic use at least one or two items from their line, myself included.
What creative techniques are used to attract my attention? There is spa-like peaceful music playing in the background of the video. This calming music can be associated with feeling better and contentment. There are also close-ups of skin “before” using CeraVe and after that try to demonstrate the results of the product. Seeing results can make people more interested in the product and create a subconscious acknowledgment that the product probably works. In addition, they highlight important words or phrases in the text on the screen so as a visual interpreter, I can see what the focus of the ad is. They also use more scientific language and specific details. The use of stronger language like that can legitimize a product or make people want to use it more.
How might different people interpret this message differently than me? A dermatologist might view the message differently because they likely have a better understanding of skincare needs and products. Also, someone who has a specific regime for their skincare, or suffers from skin-related conditions, might view this product differently because of their more specific, and possibly more intense, needs.
What viewpoints of world views are included or left out of this message? There is only one person demonstrated in the commercial and a female voice-over in the video. There is not a lot of representation in the message. There is no one of a variety of ages, even though most people who I know use CeraVe are teenagers and in their 20s. There is also no variety of ethnicities or genders represented, which is ironic because acne and skincare are universal routines. As someone who suffers from outbursts of acne, I would have preferred to see a model that dealt with acne rather than perfect skin from the start that was digitally altered for the ad’s purpose.
Why is this message being sent? The purpose of the message is to convince their audience that CeraVe skincare is designed to help with dry skin, maintain moisture, and clean the skin. The purpose is to convince people that their product will help solve most of their skincare problems.