Friday, November 26, 2010

Ad Review of Fair and lovely forever glow.



The advertisement opens with a woman observing herself in a mirror. She then says with a sigh, "Soon i'll be 30 and old". Her friend, looking at a magazine with a man on the cover,reading "young ceo at 30" remarks how unfair it is. "At the age of 30, the skin starts losing its youthfulness and becomes dull and dry. Signs of ageing also starts emerging. But while for a man, 30 is young, for a woman, it is old", she argues. The woman then looks into the mirror again and reconciles, "lets make it fair". She then uses Fair and Lovely Forever Glow and the next thing we know, she has replaced the man on the cover. As for replacing the man, she then says "not fair na!" and the ad closes.
Yet again, the fair and lovely ads have propagated Racism. Fairness is the key to success. Women are always seen as objects of beauty and love. So fairness is a very important quality for them. In recent years, Fairness has become an issue for men as well, thanks to them. Many people had started justifying this form of racism as a path to 'liberation' as now even men are expected to look attractive. But this ad shatters their dreams. In this ad, it re-consolidates the gender-divide. Even if women try to make a mark of their own, they should be but 'women'. Fairness is not only a quality but qualification for them for success. For a woman to be successful and at par with men, she should be beauty with brains. In the end, she says with a laugh "how unfair" for the man...How i wish it was!

6 comments:

  1. Arey..:P these people just have to sell their product and hence they harp on any point they can get!They are now targeting men too...Though I'm sure that they'll soon change their advertisements to 'glowing skin' or something like that as even they do realise that this premise of fairness being everything isn't worth its weight in real life nowadays, and so will the buyers. Everyone knows that s/he can't bag a job just because s/he is fair!

    PS: I wonder whether this mentality of white being the in thing will go down when the American economy goes down and our people understand that fairness is nothing!

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  2. hmmm.. i differ on this. Demand creates its own supply... so i don think its these products n ads that are creating this mentality. Fairness=beauty=success... its in our psychology.
    "Though I'm sure that they'll soon change their advertisements to 'glowing skin' or something like that as even they do realise that this premise of fairness being everything isn't worth its weight in real life nowadays, and so will the buyers." isint it the opposite actually? n u only had pointed out that with time, this emphasis on looks n beauty(flashy, unreal things) will only increase. People relate this with capitalism...

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  3. hmm.. ya..that is also there in marketing..called creating a need ...

    And i know..we are obsessed with everything fair..but then, you'll soon find acceptance about fair not being everything! And yes, emphasis on looks will be there but not on colour..

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  4. er cn u elaborate. wat do u think will bring abt the change "from color to looks alone"? i didnt get it :-?

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  5. Change is happening right before our eyes! It will be top down approach..first the "rich" will shift coz they know the rest of the world now has no special respect for 'colour'...it is all about keeping your skin healthy... And then, this will trickle down to the masses!

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  6. k...hmmm i agree. no special respect for 'fairness' rather coz of the new self-consciousness, 'nationalism' that we r experiencing.

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