The saying “Beauty is in the eye of the beholder” expresses the subjective views people have on what is beautiful and what is not. What some may see as beautiful may not be agreeable with others. When it comes to women, they come in all diverse sizes, shapes, and colors that are all beautiful in their own way. In America, it is common to see women being advertised for beauty products. However, the main concern lies in the fact they are subjects of the “ideal beauty standard.” Beauty ads are a platform where advertisers attack on women’s “flaws” and bombard them with “cures” to help them become their definition of “beautiful.” For instance, the beauty industry convinces women that they need to look white. Whiteness is considered superior, and
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They suggest ridiculous ideas such as bleaching your skin lighter. According to Scherker, skin-lightening grew popular among American black women. A 1944 ad promoting Nadinola Bleaching Cream is shown in her article, featuring a black woman with lighter skin thanks to the skin-lightening product. It is selling beauty and demonstrating how having light skin is “lovelier.” Having lighter skin was acceptable, as “it was a symbolic way to progress in a prejudiced society, where lighter-skinned black people encountered comparatively better treatment” (Scherker). In addition, Scherker stated that having lighter skin promised that women “could ‘occupy higher positions socially and commercially, marry better, get along better’ and be more beautiful”. The actual product contained a harsh chemical, hydroquinone, which is also used to develop photographs. What makes it dangerous is that the chemical is a carcinogen or cancer agent. Lisa Wade’s “When Whiteness is the Standard of Beauty” pointed out that “none-white people are still allowed to be considered beautiful, of course, as long as they look like white people.” Going back to the 1944 ad, the image is powerful because the black model almost looks similar to whites. Even if black women are featured, there is a narrow image of what beautiful black women are supposed to …show more content…
She described how white privilege is socialized, as society is built on racism and systems of oppression. Since American society is built on those aspects, racism still exists to this very day. McIntosh mentioned that white people do not recognize their own privilege since it is considered the “norm” and what people of color operate on, as she stated, “many…do not see whiteness as a racial identity.” America has become a diverse country, yet there is a serious underrepresentation of people of color. Although the Nadinola Bleaching Cream ad shows a black woman, it seems impossible to positively depict women of color. Further, when women of color are represented as beauty icons, they almost always already fit white ideals, meaning they already have light skin tones, straight hair, ideal “white” facial features, and so on. This emphasizes the fact that white women are favored and privileged. Women of color on the other hand, are at a disadvantage and must work just to be on the same level as white women. With the belief in mind, women feel that something is wrong with them and thus have a strong urge to please their prospectors. However, they also must carry a burden to be “normal,” and in order to be “normal,” one must achieve perfection through beauty, because if not, then they are not as powerful or respected as they should
They suggest ridiculous ideas such as bleaching your skin lighter. According to Scherker, skin-lightening grew popular among American black women. A 1944 ad promoting Nadinola Bleaching Cream is shown in her article, featuring a black woman with lighter skin thanks to the skin-lightening product. It is selling beauty and demonstrating how having light skin is “lovelier.” Having lighter skin was acceptable, as “it was a symbolic way to progress in a prejudiced society, where lighter-skinned black people encountered comparatively better treatment” (Scherker). In addition, Scherker stated that having lighter skin promised that women “could ‘occupy higher positions socially and commercially, marry better, get along better’ and be more beautiful”. The actual product contained a harsh chemical, hydroquinone, which is also used to develop photographs. What makes it dangerous is that the chemical is a carcinogen or cancer agent. Lisa Wade’s “When Whiteness is the Standard of Beauty” pointed out that “none-white people are still allowed to be considered beautiful, of course, as long as they look like white people.” Going back to the 1944 ad, the image is powerful because the black model almost looks similar to whites. Even if black women are featured, there is a narrow image of what beautiful black women are supposed to …show more content…
She described how white privilege is socialized, as society is built on racism and systems of oppression. Since American society is built on those aspects, racism still exists to this very day. McIntosh mentioned that white people do not recognize their own privilege since it is considered the “norm” and what people of color operate on, as she stated, “many…do not see whiteness as a racial identity.” America has become a diverse country, yet there is a serious underrepresentation of people of color. Although the Nadinola Bleaching Cream ad shows a black woman, it seems impossible to positively depict women of color. Further, when women of color are represented as beauty icons, they almost always already fit white ideals, meaning they already have light skin tones, straight hair, ideal “white” facial features, and so on. This emphasizes the fact that white women are favored and privileged. Women of color on the other hand, are at a disadvantage and must work just to be on the same level as white women. With the belief in mind, women feel that something is wrong with them and thus have a strong urge to please their prospectors. However, they also must carry a burden to be “normal,” and in order to be “normal,” one must achieve perfection through beauty, because if not, then they are not as powerful or respected as they should