Wrinkles

This print ad was created by a large skin care and cosmetics company headquartered in Hamburg Germany. This was designed to appeal to age 35+ males that may be concerned about their aging skin. To promote Nivea's men's line of skin care products especially their moisture treatments which will rid the men of aging skin.

Given that their is a child 'hanging' from the wrinkles the target audience likely is a parent with a young child and likely has a busy life involving work, school, sports, and various other problems that cause distress in one's life. This ad was one of the first in a series in this ad campaign, other similar 'foreheads' are adorned with houses under construction, computer parts, and similar events that may plague the mind of the middling aged white, upper middle class man.

The ad wants to grab the attention of their target audience by tempting the consumer to relate to day to day stressors, and ultimately come to the conclusion that these products with rejuvenate them, and keep their youthful appearance despite the pressures of their lifestyle. The world view is one of materialism and vanity. The daughter (presumably) whom is hanging from the wrinkles of his furrowed brow is Caucasian, blond, neatly dressed and depicted with her tongue sticking out in with irreverent expression. This furthers the image of an under appreciated father and provider that needs an escape and a bit of pampering. Furthermore, it also sends the discrete message that he is a family man, it will appeal to the spouses who want to buy product for their husband.

There are many groups left out of this entire campaign. In the set I discovered all are represented by this same white man with hints of silver in his hairline and brow developing wrinkles from his all too busy, but likely financially stable livelihood. Each additional ad shows more and more silver added. Where are the other racial groups? None of them are represented.  They are not left out because there is no need for other groups to moisturize. Certainly all races have the need to keep up their appearances, the advertisers were precisely targeting a demographic which was believed to bring in the largest revenue.

The advertising firm wants to perpetuate the belief that wrinkles indicate advanced age instead of focusing on the positive side of aging such as experience, and knowledge. The campaign has directed the message to families with some disposable income, who have a desire to keep up appearances of the rising star in a corporate work place.