In this essay, I will analyze the Nivea advertisement. Brierley (2002, p. 174) states that there are three basic formats of advertising in commercials and print advertisements. These are presenter, demo and slice-of-life advertisements. Using Brierley's technique in the Nivea advert it appears there are two formats used where the woman in the advert is a presenter with the product shown close to her and she is shown with a clear, youthful complexion without any wrinkles and the way this advert allows consumers to show how the product works and what it does, meaning it in a slice-of-life format. So basically this ad depicts a woman who is not so young anymore but whose skin is healthy and wrinkle free due to the use of this product and hence can be used by consumers who want to get rid of their aging skin . This advertisement is therefore a presenter and a slice of life because Brierly (2002, p. 174) states that "the aim of these advertisements is to witness and explain the use of the product and to display a range of attributes which go with that. Presenters are also chosen for their specific features – lips, hair, teeth – which help to showcase the product like a model. Brierley (2002, p. 178) also says that “slice-of-life advertisements show the product in use and the types of people using it. Slice of life ads and print ads connect brands to the real world of consumption; the marks appear natural and everyday. » The next step in analyzing this ad is to decode the signs. Jonathan Bignell says that the first step in analyzing an advertisement is to note the different signs present in the advertisement itself. Bignell (2002, p....... middle of paper ......- never. The advertised object represents the self we desire to become. Gender plays a vital role in advertisements because, as continues Bignell in saying that both a man and a woman are addressed as members of a gender group An advertisement offers something and at the same time codes the reader as a particular type of subject, a gendered subject. can intercept in the Nivea advertising states that all the signs pointing to women are to make them happier about themselves if they use this product and to make them feel better about their gender identity So in this case of advertising. , the product is aimed at women who want to have or become someone they are not currently. So this is how the Nivea ad approaches gender. Here is the concluded contextual analysis of the Nivea ad...