FAIR AND LOVELY
Females from our part of the world always desire for a fair and glowing skin. For the past many years fair and lovely advertisements have been portraying fame and fortune related to fair and beautiful women. In their advertisements a tube of fairness cream will bring them immense success and fame. According to them the key to fame is simply and miraculously a tube of fairness cream. That, apparently, is all that really stands between us and fame and fortune: a 14 day experiment with a tube of the miracle cream is guaranteed to raise your lucky star to dizzying heights. The roles of males in the mass media have been shown to be dominant, active and authoritative, while females have been shown as passive, dominated and conquered by men.
The TVC of fair and lovely shows that only fair complexion gives you the path to success. When top models appear in these ads that imply that talent, individuality and intellect are only secondary and useless without a fair complexion; a potentially hazardous message is conveyed to the audience especially young girls.
By looking at the print advertisement of fair and lovely you see that fair complexion is the main factor being highlighted once you are fair only then you are glamorous and successful. It shows the difference in your complexion after using fair and lovely.
The stereotype present in our society of having a fair skin tone cannot be eliminated since it is easier to spot women who just want to "go with the flow" of the society and who happily accept all pains and tortures in the name of fashion and beauty.
The advertisement of fair and lovely is humiliating to the women as it has clearly pointed the discrimination on the basis of the color as well as also have pointed that success in the leading fields are due to fair color rather than intellectual ability. It also points out that beauty is defined in context to the color of the skin rather then the features and dark skinned people cannot be successful neither in their professional nor in their private lives.
Huda Farooqi
Fair and Lovely ad
ReplyDeleteI totally agree with the comment posted under this ad since it is completely unethical to dicrimintae women on the basis of color rather than their intellectual abitlities. The concept potrayed in the TVC of fair and lovely clearly points out that dark skinned people cannot be successful compared to the people with the fair complextion. The idea implied that only fair complexion gives you the path to success is completely wrong!
Ayesha Khalid
Section F
Disagree!
ReplyDeleteIf you are the manufacturer and you are there to solve a problem and the problem is yes the problem of the stereotype in our country, then the copy is JUST RIGHT!
you have the audience that wants to be motivated and the AD in no way humiliates a person's well-being. those who feel inferior due to their dark complexion, are the target market for fair and lovely. and to help them get a brighter complexion with a fairness tube is in a way a work of being socially responsible.
how do you sell if you dont want to show the need of your product????? the ads could be insane as "GOAT MILK WHITENING SOAP and HERBI FAIR BEAUTY MASK", if they did not use this current approach.
I love Fair & Lovely's thought. they are right!
there's nothing "socially responsible" about taking advantage of a stereotype. call it what it is = TAKING ADVANTAGE of an ignorant, misguided cultural bias.
ReplyDelete