"Re-Civilize Yourself??"

This particular ad created a lot of controversy, just because of the implications it had regarding race. The obvious message that is being sent is one by the company Nivea for men to buy their product in order to be clean shaven and have what some would consider a professional look. The words “Look like you give a damn” are shown in many Nivea ads in order to urge the viewer to buy their product in order to have a regard for their appearance. So, at first glance, it appears that the ad is attempting to give the impression that their product will make the consumer into a successful member of society, as those who are considered “civilized” are supposed to be.

Looking further into the ad is where one finds the controversy concerning race. The head that the man is holding has an afro and a beard, which could be stereotyped as African American features, and the clean shaven and trimmed man is throwing it away as if it is unwanted. The problem does not come in with the phrase “look like you give a damn” but rather the phrase “re-civilize yourself.” The ad is creating a message that black people are uncivilized. The head being thrown is a symbol for those who are considered to be uncivilized and the man throwing it was made civilized by their product. Although the picture was not intended to be that way, it clearly gives the impression that men who choose to have facial hair or hairstyles such as those featured on the so-called uncivilized head are not worthy members of society. Looking at it from an outsider perspective, it can either be read that this product will make the user look presentable, or it can be read to say that certain images of certain races can be considered to be lower than others. It is for this reason that this particular ad created so much debate, because those who are looking at it use predetermined stereotypes to read further into the picture than just the advertisement itself, as we are supposed to do with other images. This shows how cultural influences, such as images of race, can completely alter how a certain advertisement is seen by different individuals.