When you first hear the phrase Fair and Lovely in a country like the United States of America or Canada, you may think of the law as being Fair and Lovely, however, in most Middle Eastern, Southeast Asian, and even East Asian countries the phrase has a much more capitalistic weight. Fair and Lovely is a highly advertised brand that sells skin whitening products. In many Countries in the Middle East, North Africa, Southeast Asia, and East Asia a white or lighter skin complexion is seen as a symbol of beauty, this is due to years of colonialism and occupation by European countries such as United Kingdom and France. The product being advertised in the magazine is Fair and Lovely’s new “Winter Fairness Crème” that promises “softer and fairer skin.”
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At first glance, the tube looks like a typical face créme, but on further analysis it becomes obvious that this créme is aimed towards skin-whitening. This is done via the picture on the tube, which has the same woman twice, first in the foreground with a relatively light skin tone and then again in the background with a darker tone. In addition, to appearing to have a darker hue the woman in the background appears to be timid and insecure whereas the woman in the front appears to be alluring and mysterious. In other words, the woman's fairer skinned self outshines her darker self, which follows the narrative of the advertisement that fair is lovely. Furthermore, the background of the tube is white which may be done to emphasize fairness subtly by allowing the picture to speak for the product.
Focusing on the verbal aspects of the advertisement the first phrase that captures the attention of the consumer is the name of the brand Fair and Lovely. The brand is very well known and sold in almost all supermarkets across the Middle east, Africa and Asia. Thus, the consumer can assume it is a legitimate product and it may be trusted. For one who has never heard of the product they can assume what the product is for, especially if they are from these primarily Asian and African countries. This is due to the fact that fairness is attributed to being more physically
At first glance, the tube looks like a typical face créme, but on further analysis it becomes obvious that this créme is aimed towards skin-whitening. This is done via the picture on the tube, which has the same woman twice, first in the foreground with a relatively light skin tone and then again in the background with a darker tone. In addition, to appearing to have a darker hue the woman in the background appears to be timid and insecure whereas the woman in the front appears to be alluring and mysterious. In other words, the woman's fairer skinned self outshines her darker self, which follows the narrative of the advertisement that fair is lovely. Furthermore, the background of the tube is white which may be done to emphasize fairness subtly by allowing the picture to speak for the product.
Focusing on the verbal aspects of the advertisement the first phrase that captures the attention of the consumer is the name of the brand Fair and Lovely. The brand is very well known and sold in almost all supermarkets across the Middle east, Africa and Asia. Thus, the consumer can assume it is a legitimate product and it may be trusted. For one who has never heard of the product they can assume what the product is for, especially if they are from these primarily Asian and African countries. This is due to the fact that fairness is attributed to being more physically