The Advertising Of Fair And Lovely

491 Words2 Pages
Promotion is an important element of the Unilever’s market mix, especially the advertising. It is reported that the Unilever spent $7 million on advertising Fair and Lovely in Bangladesh, which is a much smaller market than India. And in India, the Fair and Lovely was among the most advertised brands during the World Cup in 2002. In the promotion of the Fair and Lovely, it always shows the picture of a depressed woman with few prospects that gains a brighter future after becoming markedly fairer by using the whitening cream. For example, in the advertisement we just showed you, a girl who wants to be a newscaster but she is unable to go for interview due to her dark face, but after the use of Fair and Lovely, she got the job. In another advertisement, a dark color poor girl used the skin whitening cream become white and then she got married with a rich boy. And in the most of their promotion, there always has a silhouette of a girl’s face which is lined up dark to light, and as the girl becomes fairer she also becomes happier. These promotions seem to tell customers the fair skin is a necessity for success and the people with dark skin would have fewer opportunities to get good jobs, become successful or get married with a good person. Many Indian people think this kind of advertising is racist. It discriminates people on the basis of the skin color. It is ridiculers to think the girls with dark skin are always the losers and the girls with light skin would have a brighter future. It degrades women openly. Meanwhile, these advertisements would also mislead the young customers, because the message that advertising sends to the girls is the main qualification for a woman to get a better job or to have a brighter future is the way she looks. Furthermore, in those advertisements and pictures Fair and Lovely are using photo touch-up techniques to justify
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