Nivea Recivilize Yourself

August 20, 2011 by Post Team 

Nivea Recivilize YourselfNivea Recivilize Yourself, This week in Advertising racially insensitive: the Nivea skin care company was forced to apologize yesterday after people objected to an advertisement which appeared in Esquire magazine for men. The advertisement shows a handsome and well dressed black holding a head of black, afro-ed with a beard in his hand, preparing to launch into the distance, with the words “seems to give a damn: Civilizing Re-Yourself ”

Some people on Twitter and Tumblr said he suggested a black man with an Afro and beard must be “civilized” is offensive and that the ad exploited the racist idea that blacks are more primitive than other races. The company issued a statement of apology:

“Diversity and equal opportunity are core values?? Have NIVEA: The brand of diversity, tolerance and equal opportunities. Appreciate the difference. Direct or indirect discrimination should be ruled out in all decisions, and in all areas of our activities. This applies regardless of gender, age, race, color, religion, ideology, sexual orientation or disability. Nor should cultural belief, ethnic or national origin, political or philosophical of some importance. ”

The company also issued an apology on his Facebook page:

“Thank you for caring enough to give us his opinion on the recent” Re-civilized “NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, so we deeply regret. This ad is not re- use. The diversity and equal opportunity are core values?? Of our company. ”

I do not think this ad was racist intent because it is a similar ad depicts a white man holding a furry, long-haired head, too. (A copy of the white man says, “Sin City is not an excuse to look like hell,” however.) But I think it was silly and perhaps unintentionally racist ad for Nivea team not to realize the connotations of the word “re-civilize yourself” with a picture of a black man is set to the people. This indicates said the team may not notice anything different.

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