Keri 2006 Advertising Campaign Essay

This is a 2006 advertising ca phthisis of Keri naked scramble-c ar crossway, Keri Nourishing Shea Butter lotion. It is a remake and re harvest-tideion of a well-k instantern painting La Grande Odalisque by French artist Jean-August-Dominique Ingres. The write message states this escort the perpetual beauty of universe a charwoman with Keri Shea Butter. Enriched with sustain Vitamin E, it makes uncase feel truly touchable. It seemingly nitty-gritty that this new fruit can help improve the consumers skin performance.But indeed, this ad contains intended meanings which include symbolic properties and commodity fetishism. freshman of all, this Keris ad produces symbolic meanings. In this ad, it is not a only a case that the conventions and themes of an artist or a style are copied, but rather it is a carefully and close reproduction of the sea captain painting. If we compare it to the origin, the head cover, the fan and pose of the nuked woman is almost the same. The prod uct itself has no meaning.However this careful reproduction of particular elements obvious makes the ad as a reference to the original painting, a classic and considerable international recognized work of art which is meaningful to most consumers. As a masterwork of art in the narrative, the painting is regarded as an important characterisation of an immortal and timeless signifier of classical young-bearing(prenominal) beauty. By creating coefficient of correlation between the ad and Ingres painting, the image, ideas of Ingres panting become attached to Keris new product. The sexy distaff nude, the material object, becomes the signifier, and it signified the idea of timeless female beauty.Therefore, Keris new product becomes a sign of timeless female beauty. Moreover, the advertisement creates differentiation between new product and the other products in the same series (Williamson, 1978, p24). Keri ad introduces a new product that is enriched with nourishing Vitamin E, an im portant element to make skin smooth and vibrant. In fact, there are more six more products in this category. The function and confine of Keri Nourishing Shea Butter make it unique and independent to other product, much(prenominal) as Original, Advanced and Moisture Rich Oil.In addition, the advertisement makes the product and a feeling of experience of the timeless beauty of being a woman equal in value. Every woman wants to be charming and timeless. However notes cannot buy you beautiful and timeless. Thus, by generating a tie-up between Keris product and feeling, it adds a value to timeless beauty, because money can buy Keris product. Secondly, the Keris lotion product exists as a commodity in the market place. The lotion has a personality priority of making skin smooth.As Marx says the nature priority decides the use value (Marx, 1867). The use value of Keris product is to improve your skin quality. In Capital, Marx says the objective form of social relations is called rei fication (1867). As the advertising campaign says experience the timeless beauty of being a woman with Keri Shea Butter, the consumers will experience timeless beauty of being a woman if they purchase and consume the product. The human relationship of timeless beauty is expressed in a commodity form of lotion.The oblivious social relations are taken out of their actual positive context, abstraction separates the use value and exchange value of a commodity (Goldman, 1992, p21). In this ad, the meaning of using its product is transformed into the experience of timeless beauty. In this process, the exchange value of Keris product now refer to the timeless beauty. It equivalents the value of the product and the value of a history work of art of beauty female by putting the product and reproduction image together into the same frame.