Fairness And Prettiness In Advertising

Fairness and prettiness are the things that humans naturally like to possess, everyone loves to be beautiful, and enjoy complements for their beauties as well. Traders used this passion and have funded the cosmetic industry, which is among the highest income trades in the world these days. One of the most popular cosmetic products is whitening creams and face washes. These products are being used to lighten dark skins, so that, they look prettier and younger. The companies which produce these creams spread the idea that anyone who want to be fair, be at a high level of society, get decent jobs or be successful should be white and have brighter skin. According to the guardian, cosmetic company Emami’s managing director, said: “There is a need …show more content…
The advertisement corporations use graphic designers to create a fake bright skin for the dark-skinned actors in their advertisements. Their ads assert the dark-skinned cannot be fair and successful that just white can be, regardless of their education and beauty. Fair and Lovely company has many commercials that spread negative ideas about the skin colors. A girl, whom was derided for her skin color at a job interview, returns with fairer skin and high self-confidence in one of its ads. Shahrukh Khan at Emami Fair and Handsome trailer gives a tube of whitening cream to his fan to help him to be a successful young man (Madhok, 2014). These kinds of ads shout that talented pretty dark skin’s fate is failure, but they could live triumphantly if they were just white. These commercials also affect children dramatically, “skin color bias affects people psychologically. It affects how a child performs in school because their confidence level goes down: they feel they are not good enough. And when it comes to marriage, we again find skin color plays such a vital role” (Hoskins, 2014); such feelings will affect their entire