Keri 2006 Advertising Campaign Essay

This is a 2006 advertizement campaign of Keri newfound skin-cargon growth, Keri ply Shea Butter lotion. It is a remake and imitation of a well-known painting La Grande Odalisque by cut workman Jean-August-Dominique Ingres. The written message states this come the undying beauty of being a woman with Keri Shea Butter. Enriched with provide Vitamin E, it makes skin feel truly touchable. It seemingly means that this new harvest-festival can aid improve the consumers skin performance.But indeed, this ad contains intended meanings which include symbolic properties and commodity fetishism. setoff 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 rather it is a carefully and close re outpution of the original painting. If we compare it to the origin, the head cover, the fan and pose of the nuked woman is almost the same. The point of intersection itself has no meaning . just this careful riposte of particular grammatical 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 history, the painting is regarded as an important icon of an immortal and timeless signifier of classic female beauty. By creating correlation between the ad and Ingres painting, the image, ideas of Ingres panting become attached to Keris new product. The sexy female 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 otherwise 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 skin smooth and vibrant. In fact, there are more six more products in this category. The function and content of Keri Nourishing Shea Butter make it unique and independent to other product, such 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 measure. Every woman wants to be pleasing and timeless. However money cannot buy you beautiful and timeless. Thus, by generating a connection between Keris product and feeling, it adds a valuate 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 nature priority of qualification 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 reification (1867). As the advertising campaign says experience the timeless beau ty 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 abstracted social relations are taken out of their actual organic 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.