Discourse analysis of some Nivea advertisements

ISSN: 1859-2171 TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 65 
DISCOURSE ANALYSIS OF SOME NIVEA ADVERTISEMENTS 
 Nguyen Trong Du1, Nguyen Thi Phuong1*, Duong Hong Yen2 
1Thai Nguyen University, 2TNU School of Foreign Languages 
ABSTRACT 
This paper presents parts of the findings of a recent study carried out with three objectives: (1) to 
analyze the linguistic features of Nivea advertisements which are designed to attract customers; (2) 
to discover the discourse strategies used in Nivea advertisements to construct the concept of ideal 
beauty; and (3) to investigate the social implications of Nivea beauty product advertisements. 
Fairclough’s three-dimension model was applied on the data sample of 18 Nivea advertisements 
downloaded from the website https://www.nivea.co.uk. Due to the length restriction, this paper only 
discusses the obtained results for the first and second objectives about linguistic features and 
discourse strategies in Nivea advertisements. The research results showed that in terms of lexical 
devices, Nivea advertisers used both positive and negative vocabulary, scientific terms, foreign or 
exotic words, second personal and possessive pronouns. Headlines are typically written in short 
simple sentences and phrases while body copies tend to be longer and more complex with the use 
of comparison, imperative sentences, active and passive voice, present and future tense. Other 
linguistic features including the use of such rhetorical devices as repetition and simile contribute to 
create impression and attraction on viewers. The discourse strategies including negative and 
positive self-representation, providing scientific proof, puffery, adding appeal to healthy beauty 
and setting close relationship with customers were applied to build the producers’ beauty concepts, 
deliver it to customers and persuade them to use the products. 
Key words: discourse analysis; Nivea; advertisements; linguistic features; discourse strategies 
Received: 18/3/2019; Revised: 29/5/2019; Approved: 31/5/2019 
PHÂN TÍCH DIỄN NGÔN MỘT SỐ QUẢNG CÁO CỦA NIVEA 
Nguyễn Trọng Du1, Nguyễn Thị Phượng1*, Dương Hồng Yến2 
1Đại học Thái Nguyên, 2 Khoa Ngoại ngữ - ĐH Thái Nguyên 
TÓM TẮT 
Bài báo giới thiệu một phần kết quả của nghiên cứu gần đây được thực hiện với 3 mục tiêu: (1) 
phân tích các đặc điểm ngôn ngữ của quảng cáo Nivea được thiết kế để thu hút khách hàng; (2) chỉ 
ra các chiến lược diễn ngôn được sử dụng trong quảng cáo của Nivea để xây dựng khái niệm về vẻ 
đẹp lý tưởng và (3) tìm hiểu những tác động xã hội của quảng cáo sản phẩm làm đẹp Nivea. Mô 
hình phân tích diễn ngôn ba chiều của Fairclough được áp dụng để phân tích 18 quảng cáo Nivea 
được đăng trên trang web https://www.nivea.co.uk. Do giới hạn về độ dài, nên bài báo này chỉ 
trình bày kết quả đạt được của hai vấn đề nghiên cứu đầu tiên. Kết quả nghiên cứu cho thấy về đặc 
điểm từ vựng, các nhà quảng cáo Nivea đã sử dụng cả từ vựng tích cực và tiêu cực, thuật ngữ khoa 
học, từ mượn hoặc thuật ngữ, đại từ ngôi thứ hai. Tiêu đề quảng cáo phần lớn được viết dưới dạng 
câu đơn hoặc cụm từ đơn giản còn nội dung quảng cáo được thiết kế dài và phức tạp hơn với việc 
sử dụng các hình thức so sánh, câu đề nghị, dạng thức chủ động, bị động và các thì hiện tại, tương 
lai. Các quảng cáo còn sử dụng các biện pháp tu từ như phép lặp và so sánh để tạo ấn tượng và thu 
hút sự chú ý của khách hàng. Các chiến lược diễn ngôn bao gồm tự đại diện tiêu cực và tích cực, 
thổi phồng, cung cấp bằng chứng khoa học, nhấn mạnh vẻ đẹp khỏe mạnh và thiết lập mối quan hệ 
gần gũi với khách hàng đã được áp dụng để xây dựng hình tượng cái đẹp của nhà sản xuất, truyền 
tải hình tượng đó cho khách hàng và thuyết phục họ sử dụng sản phẩm. 
Từ khóa: phân tích diễn ngôn; Nivea; quảng cáo; đặc điểm ngôn ngữ; chiến lược diễn ngôn 
Ngày nhận bài: 18/3/2019; Ngày hoàn thiện: 29/5/2019; Ngày duyệt đăng: 31/5/2019 
* Corresponding author. Email: phuongnt@tnu.edu.vn 
DOI: https://doi.org/10.34238/tnu-jst.2019.06.324 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 66
1. Introduction 
Advertising has been a topic for many studies. 
It is not only to promote branded products, but 
also to deliver the idea of texts which are 
intended to create the image of an individual, 
group or organization [1]. Hence, advertising 
is not a remote and specialized discourse, but a 
prominent discourse type in contemporary 
society [2]. From a discursive point of view, 
advertisements in both written and spoken 
forms have the potential to employ social 
dominance, power abuse or inequality and 
they can change social practices. 
Advertisements are complex and 
interdisciplinary although they are very short. 
Thus, for ordinary people, especially learners 
of English as a foreign language, it is very 
difficult to understand the meaning hidden 
under advertisers’ language. Therefore, the 
study of advertisements is becoming 
increasingly important. To find out the 
message, critical discourse analysis could be 
an effective method because critical discourse 
analysis has an interest in concepts like 
communications patterns in public institutions, 
media discourse such as reporting, 
advertisements, and television broadcasting 
[3]. Critical discourse analysis always 
concerns about social issues embedded in 
society and tries to analyze hidden power in it. 
These advertisements have linguistic power 
through gender and social hegemony and 
ideologies [4]. 
Recently, there have been many studies on 
advertisements from the critical discourse 
analysis perspective in the world such as the 
ones by Tahmasbi & Kalkhajeh [5], Rosul 
[6], Kaur et al [7], and Nugrawidhanti [8]. 
However, almost no critical discourse 
analysis studies on Nivea have been found in 
the world while Nivea is one of the oldest 
beauty brands with a history of over 100 years 
and has been one of the top skin care products 
for both men and women all over the world. 
Therefore, the researcher decided to conduct a 
study with an interest in how Nivea 
advertisements work to promote beauty 
products in order to attract customers to buy 
and use them. The researcher also enjoys the 
contribution of these advertisements to 
construct the standard of ideal beauty and 
convincing customers to believe it. 
Moreover, to my best knowledge, in Vietnam 
there have hardly had any research on analyzing 
advertisement discourses, so learners of English 
may encounter difficulties in reading 
advertisements (i.e those for Nivea products 
which are familiar with Vietnamese users). 
Therefore, the study is also expected to be 
beneficial for learners of English in expanding 
knowledge about language use in particular 
context, especially linguistic features and 
discourse strategies of advertisements. 
The study aimed 1) to analyze the linguistic 
features of Nivea advertisements which are 
designed to attract customers; 2) to discover 
the discourse strategies used in Nivea 
advertisements to construct the concept of 
ideal beauty; and 3) to investigate the social 
implications of Nivea beauty product 
advertisements. 
However, due to the restriction of the paper 
length, this paper only presents the findings for 
the first and second issue. The discussion of the 
final one should be in another article. 
2. Methodology 
2.1. Data source 
Nivea brand has been widely distributed in 
most of countries in the world. In each 
country, it has its own brand website with the 
language of that country. Vietnam is not an 
exception. All Vietnamese people can access 
to the range of NIVEA products on its 
Vietnamese web page. However, within the 
scope of the study, advertisements on the 
brand website which uses English language 
https://www.nivea.co.uk [9] were used as the 
data source. 
Nivea brand has various types of skin care 
products for both men and women. In this 
study, the analysis of all advertisements is 
impossible and unnecessary. Therefore, the 
researcher chose advertisements of some most 
popular products as data samples of the study 
based on the remarks and reviews of customers 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 67
on the website https://www.nivea.co.uk. 
Accordingly, those getting the most remarks 
and good reviews of customers were chosen. 
As a result, 18 advertisements of men, women 
and even children’s skincare were selected as 
data of the research. 
2.2. Data analysis method 
The advertisements after being copied from 
the website were analyzed according to the 
critical discourse analysis framework of 
Fairclough (2001) (figure 1) which includes 
three dimensions. 
Figure 1. Fairclough (2001)’s three-
dimensional model [10] 
The first dimension is text analysis which is 
comprised with both the form of the text and the 
meaning. Fairclough [11] remarks this level as a 
very complex process because texts are 
debatable and can be interpreted in various 
ways. He added that text analysis has four main 
features, ‘vocabulary’, ‘grammar’, ‘cohesion’, 
and ‘text structure’. In this research study, the 
linguistic features in terms of lexical, syntactic 
and rhetorical devices are explored. 
The second dimension is discursive practice 
which is done by using questions like “who 
are the producers?” and “what are their 
objectives?” [12]. Fairclough [11] also 
believes that the text description process in 
the first dimension of Critical Discourse 
Analysis can convey certain meanings in the 
second dimension. Therefore, in this study, 
the discourse strategies that Nivea advertisers 
use to attract and persuade the viewers were 
discussed based on the text analysis of the 
first dimension. 
The final dimension is social practice which 
could be described as “power behind 
discourse” because it contains “the socio-
historical conditions that govern the processes 
of production and reception” [13]. The 
analysis of discourse in socio cultural 
perspective brings out the relation among 
language, power and ideology. How discourse 
takes part in shaping the thoughts of people 
and form the ideology and then the struggle of 
ideologies give the participant power through 
language use [14]. In this study, it means 
interpreting the socio-cultural norms or 
standard of the ideal beauty or the social 
implications revealed through the 
advertisement discourses. However, as 
mentioned in the introduction, this dimension 
is not presented in the Findings and 
discussion of this article due to the restriction 
of page numbers. 
3. Findings and discussion 
3.1. Linguistic features in Nivea advertisements 
Language plays important roles in 
advertising. On magazines, newspapers and 
printed catalogs or those on the brand 
website, people will see the message in 
written advertisements which often use 
features of spoken language in order to be 
able to achieve their effects [1]. 
At this level of analysis, the linguistic features 
such as vocabulary, syntax and rhetorical 
devices employed in the data sample of Nivea 
advertisements are discussed. 
3.1.1. Lexical devices 
According to Nugrawidhanti [8], the use of 
lexical devices is important in advertisements 
to intensify the persuasion. Most 
advertisements try to create a positive 
impression through the extensive use of 
adjectives or adverbs, nouns, verbs which 
“gives emphasis on the best qualities of the 
advertised product which intensifies 
emotional appeal and creates more 
convincing message” (p.33). 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 68
Adjectives are considered the most powerful 
among lexical devices to convey positive or 
negative meanings in advertising. Positive 
adjectives are used in beauty product 
advertisements to highlight the products’ 
desirable qualities and emphasize 
characteristics of ideal beauty. These 
adjectives usually evoke positive emotion, 
fantasy, dreams, and desires. On the contrary, 
negative adjectives can make the readers feel 
negative emotions about problems prior to 
using the product or as the consequences of 
not using the product [7], [8], [15]. 
In the advertisements of Nivea products, 
many positive and negative words and 
phrases (especially adjectives) are used. 
For example: 
Positive vocabulary: energising, powerful, 
anti-aging, fresh and energised looking, 
revitalizing, fast, highly effective, active, 
deep cleansing, perfect complexion, natural 
beauty, weightless, instantly and deeply, 
noticeably smooth, light, creamy, intensive 
moisturising, easy, fast absorbing, rich, softer, 
precious 
Negative vocabulary: tired, dull skin, sun-
induced, wrinkle, skin aging, sunburn, uv-
induced skin damage, sun exposure, sun-
induced allergies, sweat and bacteria, black 
residue 
The findings also show a number of scientific 
terminologies, foreign or exotic words which 
are mostly connected with the ingredients of 
the products in NIVEA advertisements. 
For example: anti-oxidants, SPF15, 
UVA/UVB, Q10, Vitamin C; New improved 
formula, Moisture Serum, upper layer, 
epidermis, Almond Oil; Aloe Vera, residues 
chlorine, UV rays; Crème, Eucerit®, 
dermatologically approved; Aloe Vera 
These words can make the advertisements 
sound more modern, sophisticated, 
trustworthy and attractive. By using such 
words, the advertisement makers hope to 
impress the consumers with an image of 
professionalism and advancement in 
technology [7], [8]. In addition, using exotic, 
foreign or literary words which sounds 
superior, prestigious and imaginative is one of 
the persuasion technologies in advertising [8]. 
Another lexical feature of Nivea 
advertisements is the use of second personal 
and possessive pronouns “you” and “your”. 
Kaur et al [7] and Fairclough [11] suppose 
that this technique can efficiently handle 
people in public communication thanks to 
synthetic personalization, a tendency to give 
the impression of treating each of the people 
in a mass audience as an individual. By using 
the personal and possessive pronoun “you” 
and “your”, the advertisers give impression 
that the readers are highly appreciated and 
establish personal engagement as the readers 
are addressed directly. The use of personal 
pronouns establishes a close relationship 
between the advertisers and the readers. It 
indicates as that advertiser and company are 
making sincere and honest promises [15]. It 
helps create a friendly atmosphere to persuade 
the customers because they may easily accept 
a product if a good friend recommended 
them. Hence, advertisements that seem to talk 
with friends, bring the readers closer [7]. In 
the data of this study, the advertisers use 
“you” and “your” frequently, in 12 out of 18 
(67%) selected advertisements. The following ... 
headline “NIVEA OFFER CARING, 
TRUSTED SKINCARE PRODUCTS” is 
used is used with five products, namely Vital 
Soja Anti-Age Night Cream, Q10 Plus C Anti-
Wrinkle + Energy Day Cream, Pure & 
Natural Moisturising Day Cream 
Normal/Combination, Nivea Men Sensitive 
Shower Gel and Nivea Men Energy Shower 
Gel. In addition to giving the customers 
enough information of the brand and type of 
products, with the word “caring, trusted”, the 
advertisers create a positive image of their 
products in the minds of their customers at 
the beginning. 
Many of the headlines which are composed of 
phrases or groups of words are also found in 
the data of the study. Even though the 
headlines only consist of phrases, the message 
can still be delivered to the readers because 
they contain the most appealing features of 
the products. 
For example: 
- Skincare Specially Formulated For City 
Living 
- A Fast, Highly Effective Detox Mask For 
Your Face 
- 48h Intensive Moisturising Care 
- Refreshing And Caring Shower Gel 
Moreover, Nivea producers use catchy 
headlines in forms of imperative sentences or 
rhetorical questions to persuade readers to 
find out more about the products. 
- Want To Feel Clean? Choose Deep Anti-
Perspirant Deodorant Spray 
- Men, Give Your Face Optimal Protection 
And Care 
Such questions and imperative sentences 
create a close relationship with readers/ 
recipients and serve as the sincere 
recommendations from friends [15]. 
Imperatives are commonly used in the 
advertisements to persuade readers to take 
certain actions [7], [8]. Therefore, they make 
viewers desire to buy these products. 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 70
+ Body copies 
The sentences in Nivea advertisements are 
mostly simple and declarative to provide 
enough information of the products to the 
viewers. This finding is consistent to those of 
[7], [8]. 
About verb tenses, present tense is the most 
common tense used in the data. According to 
Nugrawidhanti [8], the present tense indicates 
that everything being said is a general truth, 
the action is happening right now in the 
present. Therefore, it helps to show benefits 
of the products being advertised; the 
advertisement becomes more persuasive. 
Future tense is also used in the advertisements. 
However, it is found only in a few sentences of 
Sunshine Love Shower Gel product “This 
caring shower gel, with the unique scent of 
NIVEA Sun will remind you of a day at the 
beach! The uplifting sunny fragrance will 
lighten your mood, while the refreshing 
formula with Aloe Vera richly lathers to gently 
cleanse and care for your skin, effectively 
removing residues of suncream, saltwater and 
chlorine”. Future tense is usually used to 
suggest the future benefits of using the product 
and to describe future events. It also articulates 
the promise of the product to the users [8]. 
The use of comparative sentences is another 
syntactic feature of Nivea beauty advertisements 
to mention the desired benefits of the product 
and indicate the better quality of the product 
than others. For instance: 
- Instantly transform your dry skin into 
noticeably smoother and softer skin for 48h. 
- Skin is noticeably firmer 
- Formula infused with the NIVEA Deep 
Moisture Serum and 2x Almond Oil than the 
previous formula 
In addition, most of the sentences in the 
discourse are active sentences. However, 
passive voice is also used in the 
advertisements as shown below: 
- It’s specially formulated to work over night. 
- The skin is regenerated to provide a 
smooth complexion in the morning. 
- The appearance of wrinkles and lines are 
visibly reduced 
- Skin contours are improved 
- Skin is replenished with nourishing moisture 
- This iconic product is enriched with Eucerit® 
Passive voice is known very useful when the 
writer need to emphasize the effects of an 
action, rather than its cause or its actor [17], 
[18]. Therefore, with the use of passive voice, 
Nivea advertisers aim to highlight the high 
quality of their products that have special 
formula with natural origin and can make best 
effects on their users. 
3.1.3. Rhetorical devices 
The dominant rhetorical device used in 
Nivea advertisements is repetition. 
According to Nugrawidhanti [8] and 
Vaičenoienè [19], repetition helps to deliver 
impression to the audience through emphasis 
on key words and ideas. The data analysis 
reveals that the most common kinds of 
repetition used in the data of the study 
repetition of keywords and synonymy. For 
instance, in the advertisement of Urban Skin 
Detox +48H Moisture Boost Night Gel 
Cream, the key words are repeated several 
times (“overnight”, “healthy” and “the next 
morning”: 3 times; “detox”/ “detoxifies”: 5 
times; “refresh” and its synonym 
“invigorates”: 6 times; “skin”/ “complexion”: 
10 times). They aim to make sure that the 
readers catch the idea and promise of the 
product which claim to be able to make 
people’s skin become healthy just after 
applying the product overnight. 
The last rhetorical device found in the Nivea 
advertisements is simile. Simile is an 
expression which compares one thing with 
another using the words `as' or `like'. This 
simile makes the advertisement livelier and 
more interesting [8]. This technique is used in 
the advertisement of Deep Anti-Perspirant 
Deodorant Spray: Nivea Men Deep Anti-
perspirant protects the skin from sweat and 
bacteria for a long-lasting dryness and a 
clean skin feel just like after the shower. The 
advertiser compares the feeling of the 
customers after using the product with the 
feeling after shower. This attractive 
comparison can make viewers feel interested 
and want to try the product. 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 71
3.2. Discourse strategies used in Nivea 
advertisements 
According to Fairclough [20], for the mass 
media discourse such as advertising in which 
the participants are separated in time and place, 
there is one-sidedness of this type of discourse 
where producers exercise power over 
consumers. Sutton [21, p. 68] suggests that 
advertisement, to some extent, will reflect 
some personal beliefs and values of the 
advertiser while it is designed to influence the 
viewers. The advertiser often uses several 
strategies in the advertisements to attract 
customers as well as deliver the idea of beauty. 
The first strategy is positive self- 
representation and compliment. The 
advertiser charms the readers by mentioning 
positive and negative phrases and using 
catchy headlines like those listed in the above 
part that create positive self-representation 
and images and make the advertisements 
more attractive. By drawing positive images 
in the readers’ mind, the advertiser stimulates 
the readers’ desire and persuades them to buy 
the product [8]. 
The second strategy is providing scientific 
evidence or clinical test proof. According to 
Lane et al [22], it is essential for beauty 
product advertisements to provide scientific 
proof. By mentioning scientific proof, the 
advertiser can remove the consumers’ doubt. 
This strategy is frequently used by Nivea 
advertisers via linguistic devices: the 
repetition of the statement dermatologically 
approved; the use of scientific terms in all 
selected advertisements; the use of exact 
percentage of natural origin, SPF or time of 
effect duration. Therefore, they can give 
impression to the readers that the product is 
advanced, safe and trustful. Thus, they 
convince consumers to believe in their 
promise of beautiful skin through the latest 
technological advances [7], [8], [20]. 
Another strategy is puffery which is defined 
as the process of making broad exaggerated 
or boastful statements about a product or 
service [23]. It is when the advertiser 
mentions somehow hyperbolic statements to 
grab attention of the readers or to make the 
product more attractive [8]. Puffery appears 
in all of the data. For example, Nivea 
advertise a night cream which can be able to 
make skin look “healthy, radiant and smooth” 
after one night and can keep skin moisture for 
48 hours. It is considered a puffery because 
there is no way a cream can make people 
beautiful in such a short time and can keep 
skin humidity in such a long period. Other 
statements like “after just 1 application”, 
“precious”, “Instantly transform your dry skin 
into noticeably smoother and softer skin”, 
“Immediately protects against sun 
exposure” are also devices of puffery 
strategy in the advertisements. Those 
unrealistic representations and claims attract 
the readers to buy the product. 
The advertisers also use the strategy of adding 
appeal to healthy beauty. This strategy goes 
deeper into customers’ psychological aspect 
[8]. The advertisers try to attract the readers’ 
attention through personal statements about the 
attempt to make customers believe in the 
desire to be beautiful and healthy-looking. 
Therefore, such words as “energising”, 
“natural” and “healthy” are repeated several 
times in almost all of the research data. 
Besides, natural ingredients are also included 
in the advertisements to increase the effect of 
the strategy. 
The last strategy used in Nivea advertisements 
is setting close relationship with customers by 
using second personal and possessive 
pronouns and headlines in forms of questions 
and imperatives. The advertisers make the 
customers feel like they are given sincere 
recommendations from friends. Therefore, the 
effect of persuasion is improved. 
4. Conclusion 
In short, the researcher applied Fairclough’s 
three-dimensional model of critical discourse 
analysis to analyze 18 Nivea advertisements 
which were hung on the Nivea main brand 
website [9]. After conducting analysis and 
discussion, the researcher has found the 
answers to the research questions. The first 
research issue is about linguistic features used 
Nguyen Trong Du et al TNU Journal of Science and Technology 199(06): 65 - 72 
 Email: jst@tnu.edu.vn 72
in Nivea advertisements. The linguistic 
features can be classified into lexical devices, 
syntactic features and rhetorical devices. The 
lexical devices found in the data are positive 
and negative adjectives, scientific terms, and 
foreign or exotic words, the use of the second 
personal and possessive pronouns. In 
addition, the syntactic features of headlines 
and body copies of the data are also analyzed. 
Headlines are typically written in short simple 
sentences and phrases while body copies tend 
to be formulated in long complex sentences to 
provide more information. There are also the 
use of comparison, imperative sentences, 
passive voice, present and future tense. 
Furthermore, the use of such rhetorical 
devices as repetition and simile contribute to 
create impression on viewers and attract them 
to buy the products. 
As for the second research issue related to 
the discourse strategies used in Nivea 
advertisements to convince customers and 
construct the idea of beauty, the researcher 
found discourse strategies namely creating 
negative and positive self-representation, 
providing scientific proof, puffery, adding 
appeal to healthy beauty and setting close 
relationship with customers. 
Due to the restricted length set by the 
Journal, the last issue about social 
implications of Nivea advertisements is not 
discussed in this paper, instead it will be 
presented in another one. 
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