Rexona’s Disinfection Point

Lara Valentina Romero Iglesias

VISA 1500: introduction to Visual Culture

Dr. Terryl Atkins

January 21, 2021

Assignment #1

“Rexona’s Disinfection Point”

The Covid-19 pandemic has created various changes in our everyday life, and one of the most prominent transformations can be found in the use of public transportation and how we approach hygiene. The picture of this Rexona advertisement was taken outside the entrance of the “Teleférico: Línea Verde” (Cable Car Station: Green Line) station, one of the most frequently used means of public transport in La Paz, Bolivia. Rexona is an Australian deodorant brand that is very well known in Bolivia and this outdoor advertisement showcases Rexona’s hand sanitizer by creating a disinfection point.

This picture has Rexona’s advertisement as the focal point, located at the center of the photograph. At the top center of the ad, in white bold letters, it is written: “Rexona’s Disinfection Point”. It has two sanitizer dispensers on the left side that show visual instructions about how to use it as well as the company’s logo. Next to it, there are tips for clients about how to protect themselves from Covid-19, followed by both written and drawn examples. On the right side, there are four pictures of each product that also have small badges that indicate their efficiency and bubbles that specify the product’s newness. Another element is the product’s slogan: “Your hands protected at all times”, written in white bold letters. In the background of the picture, there’s the entrance to the cable car station. On the left top of the picture, there’s the “Teleférico’s” logo and the green wall that reveals in what station the advert is.

The intended effect of Rexona’s advertisement is to promote their product by letting people try it out with hand sanitizer dispensers. At the same time, they raise awareness of the importance of using sanitizer and protecting ourselves from Covid-19 by sharing tips about how to do it. One of the pictorial elements that help to get the intended effect across the public is the red badges that show the product’s efficiency. Another pictorial element that helps to capture the attention of the public is the use of red and white in the written messages as well as in the pictures of the products, which contrast with the blue background. I think that the ad is highly convincing because the fact that Rexona has a sponsorship with the “Teleférico” shows that their products are effective and trustworthy enough to be used in a public space.

I found this advertisement at the entrance of the Green Line of the Cable Car Station. It is very noticeable because people have to pass it by to get in. Not only is there an advertisement in this station, but also the other six stations of the city. Rexona is a well-known brand in Bolivia, mostly recognized for its deodorants. One of Rexona’s corporate social responsibilities is focused on the environment, by which, according to the site Cosmetics Business:  “Unilever has teamed up with German aerosol can manufacturer Tubex to develop and manufacture an eco-friendly antiperspirant, Rexona Recycled Refreshed.”

Rexona’s Disinfection Point is an advertisement that Rexona has made out of a sponsorship they have with the “Teleférico”. Their availability in the six stations of cable car stations in the city has made the ad highly visible, leading to success in promoting their hand sanitizers.

Sources:

(July 2, 2020). Unilever and Tubex join forces for Rexona Recycled Refreshed can. Cosmetics Business. Recovered on January 21, 2021, from https://www.cosmeticsbusiness.com/news/article_page/Unilever_and_Tubex_join_forces_for_Rexona_Recycled_Refreshed_can/167272#:~:text=The%20sustainable%20Rexona%20aerosol%20can,14%25%20lighter%20than%20its%20predecessor.

(n/d) Rexona’s global reach. Unilever. Recovered on January 21, 2021, from https://www.unilever.com/brands/personal-care/rexona.html