Thursday, September 10, 2009
week 2
It is relatively common to be see on our local channels advertisments for skin whitening products. But what really caught my attention is that the advertisment is actually targeted towards people whom genetically have dark skin.
The advertiser has perceived that their target audiences are actually keen to join the current fad of using skin whitening products. But in truth, this perception may have its grounds based on actual case studies. Many marriages in these areas are still arranged by parents and matchmakers thus physical appearance is really important so that one can 'market' themself to their potential future spouse. Having fair skin, surprisingly, is a common requirement on many of these marriage-seekers lists! It appeals to logos more than anything else if we were to analyse this up and coming trend from this angle.
However, this is a topic for debate. While one might want to be cool and keep up with the trends, using whitening products to lighten your genetically dark skin may not be acceptable to all in you culture! Westerners have their own ideals, so does the Indians. The subtle, or perhaps not so very subtle differences between people of different cultures and races are what sets us apart. Outrage are mainly due to the part of the population which intepreted this fad as Westernization and racism.
Why can't they be dark skinned and beautiful?
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Ppl here in the states love dark skins... there are tanning shops... =(
ReplyDeleteand your opening looked like you were going to discuss about racist issue like "why we sub-consciously think darker ppl would want to be whiter"... lol...
tho u really mentioned this issue at the end, but i think your focus is what we think is "cool" right?
I do believe that it is very much possible to be dark skinned and beautiful. Just look at Halle Berry and Naomi Campbell. What other prove do we still need?
ReplyDeleteHowever, I believe that it not in India that being fair equates to being beautiful. Such a primitive thought is true in many other Asian societies too and it certainly takes more than a generation to obliterate such a has-been.
It pretty much depends on where the skin whitening products are being marketed. It's not going to sell very well in countries where people are genetically dark, is it?
ReplyDeleteThe advertisement does display aspects of logos and pathos wonderfully.
Increasingly, not only logos are applied, pathos are used as well. The advertisements invoke people's emotions in getting well-known celebrities to promote the whitening products. Thus, the advertisements in a way is trying to influence people's views that since it is what the celebrities are using, viewers should use them as well.
ReplyDeleteTherefore, it can be seen clearly here that the using of pathos is incoporated in logos beautifully.
Thank you all for your comments!
ReplyDeleteIndeed, without the appeal to our senses and reasons, why would we attempt to change our 'given colour'?
The Chinese had no problem with being yellow, the Africans had no problems with being black. Until our skin colour became a determining factor of our 'social class' in the world during the times of Industrial Revolution.
As the saying goes. Beauty is in the eyes of the beholder. I really don't see the point of altering your image just to please a certain group or society. I believe more in being who you are and accepting that beauty is subjective.
ReplyDeleteWell everyone's beautiful in their own special, unique way =) Skin colour should not be an issue. How much would life really improve if you use a skin whitener? Your chances in the world are not guaranteed to increase significantly just because you are fairer. All in all, you are what you are. Who you are is who you show yourself to be and outer appearances are not always the ONLY thing people look at.
ReplyDeleteYupp! I agree with Gerald and Audrey.
ReplyDeleteBeauty is subjective and altering your looks may not achieve the effect you want to have on people.
However first impressions are nearly always based on outward appearances...
Goodness, eye opener indeed. Thank you!
ReplyDelete"Beauty lies in the eyes of the beholder", but being in the 21st century doesnt necessarily mean that we are more open minded and less myopic.
The promotion tactics used by such whiting production firms;in my perceptive, is due to americanisation which cause the mentality of consumers to have the same view as Americans.Thus, we tend to have the desire to use these products so that we will have our physical attribute to be similar to the Americans.However, this is just a general statement as not all will follow due to the subjective nature of beauty.Thus,having a dark skin may also deem appealing to others.
ReplyDeleteAccording to a research, many people have the impression that people of a darker skin tone would lack the IQ of a fair skined person.
ReplyDeleteThe perception of such thoughts might have been triggered from the influence of the americans and europeans, as they are always appearing all mighty and capable. Maybe that's because their economy is always booming bigger than Asia's.
The fact that many scientists and mathematicians come from india, it totally contridicts the statement that darker skinned person lack the IQ of a fair skinned person.
This is interesting!
ReplyDeleteI believe dark skinned people are all beautiful in their very own ways. If the color of their skins are being altered just to blend into society, it wouldn't be natural at all. The skin color is what makes each race different, there shouldn't be any need to change it at all.
AYE! to Edwina. H
ReplyDeleteSarah's post gave really cool insights to the topic! Didnt know there were such researches! Yupp, definitely something to do with the economy of the Western Powers (the North-South divide) which is still something that we are all affected by up till today.
the whites want to be dark while the black wants to be fair.
ReplyDeleteeveryone wants to be unique. Unique has a become a fad. When there is one person who looks more outstanding than the rest of the people in a community they will be regard as cool, creative, fresh and etc.
Haha I don't think Indians would get fair when they use whitening products, or would they??
ReplyDeleteSome people (girls) very much want to get tanned and they're not likely to change because they are used to it and are more comfortable being tanned. It's quite subjective but one does not need to have black or white skin to be loved...if your white, find a white person to marry haha
Indeed! While some may view fair skin as the 'right' idea of beauty, others may see it as insult to those who are born darker-skinned. There was some outrage when L'Oreal was slammed for lightening Beyonce's skin tone in one of their ads. This move was seen by some communities as a subtle discrimination against dark-skinned people, and a propaganda (where the Western media is trying to influence other countries by creating a trend for fairer skin).
ReplyDeleteI know of many Indian friends who stay away from the sun just so that they maintain their fair skin colour. I believe that in different races, we all have differing views on how our skin colour should be.
ReplyDeleteTake for example Caucasians, some flock to beaches or tanning salon to achieve that "tan" and glowing look. Whereas for the Chinese in general, we tend to want that fair porcelain skin colour.
I feel that if people want fairer skin, using the products isn't such a bad idea to make them feel more accepted or comfortable in their own skin.
lifeistoolong: Good question, I dont know! Maybe it does!
ReplyDeletenomorereruns: I think Beyonce's skin colour is fine ... However, she is quite an iconic figure in the western media. The move will certainly result in unwanted consequences by those in the 'dark skin' community.
Priscilla: Yeah I agree with you. People should feel comfortable in their skin. If they want to look fairer/darker its their business right! I look horrible with tanned skin so I get what you mean. HAHA!
i think that no matter fair-skinned or not, one's confidence is the most important. Why care about what others think and say? If you love your skin tone, you feel beautiful from inside out, the confidence you portray will make you look beautiful. If you yourself do not like your own skin tone and feel inferior about it, no one will think that you look good either. Hence i think skin tone does not matter in the definition of beauty. Confidence does.
ReplyDeleteHello Yuhan!!
ReplyDeleteWell, haha its a perspective thing again right! If there isnt such an issue, there will be no target audience for this advertisment
If all tigers are called tigers, no matter what colour they are, they are still tigers right?
ReplyDeleteSame goes for other animals.
We can say that they have no intelligence nor technology to alter their colour. No amount of suntanning would help anyway.
Shouldnt we humans be the same? Why do we want to alter our colour so as to look 'more attractive'. ( Especially me, cuz I feel that I look horrid with tan skin.)