Keri 2006 Advertising Campaign
2013
2013
Keri Shea Butter
301210025
Zijing ling
Keri Shea Butter
301210025
Zijing ling
Jean-Auguste-Dominique Ingres, La Grande Odalisque, 1814
This is a 2006 advertising campaign of Keri new skin-care product, Keri Nourishing Shea Butter lotion. It is a remake and reproduction of a well-known painting “La Grande Odalisque” by French artist Jean-August-Dominique Ingres. The written message states this “experience the timeless beauty of being a woman with Keri Shea Butter. Enriched with nourishing Vitamin E, it makes skin feel truly touchable”. It seemingly means that this new product can help improve the consumer’s skin performance. But indeed, this ad contains intended meanings which include symbolic properties and commodity fetishism.
First of all, this Keri’s 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 reproduction 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 product 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 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 classical female beauty. By creating correlation between the ad and Ingres’ painting, the image, ideas of Ingres’ panting become attached to Keri’s new product. The sexy female nude, the material object, becomes the signifier, and it signified the idea of timeless female beauty. Therefore, Keri’s 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
2013
Keri Shea Butter
301210025
Zijing ling
Keri Shea Butter
301210025
Zijing ling
Jean-Auguste-Dominique Ingres, La Grande Odalisque, 1814
This is a 2006 advertising campaign of Keri new skin-care product, Keri Nourishing Shea Butter lotion. It is a remake and reproduction of a well-known painting “La Grande Odalisque” by French artist Jean-August-Dominique Ingres. The written message states this “experience the timeless beauty of being a woman with Keri Shea Butter. Enriched with nourishing Vitamin E, it makes skin feel truly touchable”. It seemingly means that this new product can help improve the consumer’s skin performance. But indeed, this ad contains intended meanings which include symbolic properties and commodity fetishism.
First of all, this Keri’s 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 reproduction 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 product 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 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 classical female beauty. By creating correlation between the ad and Ingres’ painting, the image, ideas of Ingres’ panting become attached to Keri’s new product. The sexy female nude, the material object, becomes the signifier, and it signified the idea of timeless female beauty. Therefore, Keri’s 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