Effective Communication is an integral part of marketing.

It makes marketing campaign memorable

and develops an emotional link between the Company and target audience.

Hello everyone, So I will be presenting about the communication barrier in the case of Nivea’s ad
campaign in African countries that have offended people of a particular color.

Difference in perception:- Values, attitudes and place of origin plays an in important role in Perception.

Nivea came with an Ad slogan “Re-civilize yourself”, with a black model

So, In this case the target audience perceived the advertisement IN A very DIFFERENT way,

People perceived that Nivea is displaying dark skinned Afro people as UNCIVILIZED.

And the next communication barrier is Semantic barrier:- It is arising due to the different meanings of a
particular words/ symbol or when the information is not simple.

Word White can be interpreted in different ways.

It signifies peace, light, goodness, purity, cleanliness,

Nivea came up with the Facebook ad White is purity few years ago .

but dark skinned audience interoperated word white with the color of skin.

And You can imagine the degree of racism in this sentence.