Skip to main content

Coffee Breaks With ISLM: Whitewashing Women!





 

Whitewashing of Women in Advertisements


Guest Post By: Priyanka

Ever looked at that fairness cream advertisement on the front page of your newspaper and wondered who the hell the Caucasian looking woman is? From previous experience, I can say that it would be some Indian woman along the lines of Deepika Padukone, Asin or even Priyanka Chopra!
The mainstream ad world never hesitates to white wash women till they are almost unrecognisable. In fact, why limit ourselves to advertisements? Atleast I can understand the concept of lightening a dusky woman’s skin tone for a fairness product advertisement, but what about magazine covers or even advertisements for lipsticks and hair colour? What is the point of this white washing? To propagate this silly notion that fair is lovely and dusky is not? I would certainly think so!






We live in a society where the media controls our perception of beauty and tries to shape our personality from a very young age. As a society we have collectively become attracted to a certain kind of beauty that the media has taken control of. The whole inane concept is that as long you are lighter skinned, you are more beautiful and if you are any darker than the societal standard your beauty is worthless. Ever seen those repulsive Fair and Lovely ads that show a dark skinned girl with no self confidence who then use the fairness cream and miraculously become more successful in life? 



I have and it always leaves a bitter taste in my mouth. How can the I&B Ministry allow such blatantly colourist advertisements? How are there no regulations in place against this grievously harmful ads? 
I am certainly not saying that all sections of society are endorsing this inanity but a vast majority certainly are. The ever rising sales figures of fairness creams just proves my point. The fact that Bollywood big weights like Shah Rukh Khan and Deepika Padukone endorse various fairness creams also does.  
Nandita Das endorses this beautiful campaign called “Dark is Beautiful”, while I feel that any sort of sectionalising, even reverse colourism, is harmful to our society in its totality this campaign is a giant step in the right direction. This campaign has found supporters in numerous actors like Bipasha Basu, Priyanka Chopra and Freida Pinto who have previously pointed out how airbrushed and fair their ad and magazine images have looked.  Freida Pinto has even gone a step further and put the “Indian obsession with fair skin” on the world radar.
To conclude, I would like to say that obsession with fair skin isn’t always an Indian obsession, even Western media with their racist behaviour have been very “unfair” to performers like Beyonce, Kelly Roland or even Aishwariya Rai. The pictures in this article just illustrate my point even further!

Comments

  1. It's a disgrace that people still fall for this! Indian skintone is beautiful- dusky and earthy, I don't know why the industry does not celebrate it :/

    ReplyDelete

Post a Comment

Make Me Happy :) Leave A Comment!

Popular posts from this blog

REVIEW: Johnson's Baby Lotion on Adult Skin

I am itching to do some makeup EOTDs and LOTDs since a while now but with guests at home I am not getting any time... So for a while you guys are stuck with me doing reviews. Not that my reviews do not need much efforts but as compared to EOTDs and LOTDs, reviews are a little bit less demanding where time constraints are concerned... Don't you agree? :)

Today I shall be reviewing the Johnson's baby lotion and before you raise your eye brows and say to yourself "WTF" let me make it absolutely clear that I bought it when I was out of a moisturiser and needed one pronto! This was the only one available and so I just bought it. I figured if it was good for babies, how could it be bad for me? The truth? Read on ;)

Johnson's Baby Lotion is Clinically proven to be mild and mild it sure is. It has a soft and soothing fragrance, which I love. Once applied it gets absorbed really fast and does not leave a residual oiliness or greasiness. It would be perfect for normal ski…

REVIEW: L'Oreal Paris Infallible Blush Paint Longwear High Impact Stick - Fuchsia Fame

Review of L'Oreal Paris Infallible Blush Paint Longwear High Impact Stick - Fuchsia Fame
Right now am sitting at the dining table trying to figure out a way to start this post in an "interesting" way... I am obviously struggling... There are these times when your mind just goes blank and you can't think of anything, right? Yeah, I am having one of those moments...

So, I guess I'll directly dive into the review and not mull around. I bought the L'Oreal Paris Infallible Blush Paint Stick on a whim... I was out window shopping at Shoppers Stop and I just happened to glance at the L'Oreal counter and this cute little stub caught my fancy... The moment I swatched it I knew I had to buy it...




Price of L'Oreal Paris Infallible Blush Paint Stick It costs a whopping INR 999/-

There is nothing much to talk about the packaging. It is exactly what it looks like, a rotating chubby stick with a cap. The plastic doesn't seem cheap and is pretty sturdy. I have d…

How I Wear My Denim Jacket To Be In Trend for 2018

How I Wear My Denim Jacket To Be In Trend for 2018 Denim is forever. It's versatility makes it a classic and in the form of a jacket it not just looks dapper and en vogue but is also comfortable and convenient... I love denim jackets because they are perfect for Pune's so called Winters and because they are the best accessories for any kind of outfit...




Going through some of the Fall Winter 2017-18 collections from the likes of Calvin Klein, Christian Dior and Stella McCartney, denim on denim seemed to be the trend in boxy and boyish silhouettes. I am not a very big fan of denim and denim and hence I prefer to pair my boxy denim jacket with a flowy, floral dress that makes the look strike a balance between feminine and androgynous.






 Faded Denim Jacket: Westside Floral Dress: Marks & Spencer Red Shoes: Zara Black Bucket Bag: Zara