Keri 2006 Advertising Campaign Essay

This is a 2006 advertising campaign of Keri impudently skin-cargon result, Keri alimentary Shea Butter lotion. It is a remake and replica of a well-known painting La Grande Odalisque by French artist Jean-August-Dominique Ingres. The scripted message states this hear the dateless kayo of cosmos a woman with Keri Shea Butter. Enriched with provide Vitamin E, it makes skin feel truly concrete. It seemingly means that this impertinently crossing can help improve the consumers skin per relieve oneselfance.But indeed, this ad contains mean meanings which include symbolic properties and commodity fetishism. initial of all, this Keris ad produces symbolic meanings. In this ad, it is not a simply a case that the conventions and themes of an artist or a style are copied, but quite it is a carefully and close re fruitive memory of the original painting. If we compare it to the origin, the head cover, the sports fan and pose of the nuked woman is al close the equal. The yield itself has no meaning.However this careful imitation of particular constituents obvious makes the ad as a reference to the original painting, a classic and wide international recognized work of art which is meaningful to most consumers. As a masterwork of art in the annals, the painting is regarded as an important motion-picture show of an immortal and timeless signifier of pure pistillate beauty. By creating correlation betwixt the ad and Ingres painting, the image, ideas of Ingres panting become connect to Keris new carrefour. The sexy female person nude, the material object, becomes the signifier, and it signified the idea of timeless female beauty.Therefore, Keris new harvest becomes a sign of timeless female beauty. Moreover, the advertisement creates differentiation between new harvest-feast 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 important element to make s kin smooth and vibrant. In fact, there are more half a dozen more products in this category. The function and study of Keri Nourishing Shea Butter make it ludicrous and independent to other product, such as Original, Advanced and Moisture Rich Oil.In addition, the advertisement makes the product and a trace of take in of the timeless beauty of being a woman equal in treasure. Every woman wants to be well-favoured and timeless. However money cannot deprave you well-favored and timeless. Thus, by generating a connection between Keris product and feeling, it adds a range 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 disposition priority of making skin smooth.As Marx says the nature priority decides the use determine (Marx, 1867). The use care for of Keris product is to improve your skin quality. In Capital, Marx says the design form of social relations is called reif ication (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 beings relationship of timeless beauty is verbalized in a commodity form of lotion.The abstracted social relations are taken out of their actual essential 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 rearing image together into the same frame.