In this ad for skincare products, a black man is shown wearing a conservative white button-down shirt, grey sweater, and tailored jeans. His hair is cut short. In his hand he holds a mask with an afro, which he has apparently just removed. His stance suggests that he is about to heave the mask away from himself. The text of the ad reads, “Look like you give a damn,” and “Re-civilize yourself,” implying that a black man with an afro hairstyle is somehow “uncivilized,” or that a man who would wear such a style does not care about looking good.


How does this ad reinforce appearance-based prejudices and stereotypes?

Why might Nivea think this would be an effective way to market their product?