The complexities of complexion: a cultural geography of skin colour and beauty products
This article explores the discriminatory and exclusionary nature of many advertisement campaigns for skin-lightening products. It employs textual analysis to examine a television advertisement for the product 'Fair & Lovely'. The article explains how this particular advert serves to ar...
| Veröffentlicht in: | Geography. - Geographical Association, 1927. - 98(2013), 2, Seite 85-92 |
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| 1. Verfasser: | |
| Format: | Online-Aufsatz |
| Sprache: | English |
| Veröffentlicht: |
2013
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| Zugriff auf das übergeordnete Werk: | Geography |
| Schlagworte: | Physical sciences Law Business Behavioral sciences Social sciences Arts Philosophy Biological sciences |
| Zusammenfassung: | This article explores the discriminatory and exclusionary nature of many advertisement campaigns for skin-lightening products. It employs textual analysis to examine a television advertisement for the product 'Fair & Lovely'. The article explains how this particular advert serves to articulate both imperial and neo-imperial discourses. Analysis of the advertisement is used as a basis for a wider discussion of India's 'fairness complex' and the complexities of complexion from a postcolonial perspective. The article demonstrates that imperialism – ancient and modern – and neo-imperial/globalisation discourses have provided the socio-cultural framework in which associations between white skin and beauty, wealth and success have developed. |
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| ISSN: | 20436564 |