Lotion Puts A New Touch On Volleyball

Today I came across an article that really caught my attention on the New York Times website titled Beach Volleyball to Float in Oceans of Lotions. Apparently the Association of Volleyball Professionals is getting a new title sponsor for its tour. It’s no longer shoes, volleyballs, or cars, but rather lotion. Nivea line of skin-care products for women and men, sold by Beiersdorf, is going to have the new title. On top of a secret financial deal, Nivea will also be the official product for those who play in the league. This sponsorship makes sense since there is “a lot of skin showing” at the tournament. Nivea is also excited that AVP promotes the healthy lifestyle which adds appeal towards the sponsorship. AVP is also changing its colors to match that of Nivea blue and white instead of their previous colors yellow and black. The contract between AVP and Nivea is for many years to come, although how many years that entails was also left undisclosed to the media.

Previously in class we have discussed advertising in the Media. Advertisements play a vital role. This sponsorship that AVP set up with Nivea is a wise decision. Volleyball players as previously stated do show a lot of skin, especially when it comes to beach volleyball. To advertise Nivea, is an example of product placement. Many times volleyball players live a healthy life as well. They have to be in shape for their sport. This too sets off positive advertisements for AVP volleyball as well as for Nivea. As consumers watch they will see the products they need to buy in order to obtain the skin that the players will be showing. It goes back to Goffman’s theory; Advertisements depict for us not necessarily how we actually behave as men and women but how we think men and women behave or eve look. We see what the men and women look like, how healthy they are and we will want to buy Nivea as well. It is the both positive, yet negative trickery of advertisement.

So maybe you do watch volleyball, maybe you do not. I, myself, am a volleyball player and therefore will be turning the channel to watch the AVP tournament. I will find myself being the told that Nivea will help me look like volleyball players I am watching, but this is what advertising is meant to do. However, no matter how many advertisements you see, consumers do have one huge power they possess. Consumers have the right to choose. Whether we actually buy the products or not is ultimately up to us. So weather I end up buying Nivea and joining the trend of “Oceans of Lotion”, will be up to me.