...Websites Sonora Jha Seattle University Mara Adelman Seattle University Abstract A preference for light skinned females is a global bias that affects all areas of human relationships, especially in marital mate selection. Further intensified by the meteoric rise in Internet dating and mate selection, this bias often serves an invalidating function for darker-skinned women. This study (1) analyzed ‘profiles’ and ‘preferences’ of brides and grooms (N=200), and (2) coded ‘success story wedding photos’ (N=200) posted on four Indian matrimonial websites. Results showed an overwhelming bias among males for brides lighter-skinned than themselves. Males were also more likely than females to state a preference for skin color in their prospective brides, and to use qualitative words like ‘beautiful’ and ‘lovely’ to describe their preferred match. Most significantly, the ‘success story’ wedding photos consistently had lighter-skinned brides than grooms. Darkskinned women were almost non-existent in these ‘success stories.’ This research points to a technology-abetted intensification of colorism. That is to say that the powerful profile ‘menu’ options and the visual imagery of predominantly lightskinned, ‘successful’ brides illustrated on current websites visually reinforce the invalidation of dark skinned women. Keywords Internet matchmaking Colorism Indian marriage market Technology and women Skin Color Introduction Mate-seeking preferences are significant for relationships, marriage...
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... Nella Larsen's second novel Passing on the other hand concentrates on the issue of skin color. As we can see from our own experiences, everyone is not the same shade. Many people of color were affected by this both dark- and light-skinned especially during Nella Larsen's era. While the light-skinned black people were dominating the black establishments, the dark-skinned black people were feeling rejection from their own kind. Passing addresses this issue through the character of Clare Kendry who was also an atrractive light skin fine haired women who manages to escape poverty by passing for being a white women. She marries a wealthy white man who also believes that she is white as well. Her journey across the color line is completely sucessful until she reunites with her old friend Irene. Irene Redfield is married to an attractive and sucessful black physician who Clare finds herself attracted to and he to her, so Clare decides to pursue him. Irene was aware of Clare's threat to her marriage and arranges for Clare's disappearence. Clare falls to her death from an open window just before her husband is about to confront her with his discovery of her black roots. Passing can be related more to Nella Larsen's actual life; she was also a light-skinned women who dominated the black intellectual etablishments and because of her color could have and may have at some points in her life passed for a white woman. I don't think Nella Larsen wanted to cease being black and become white,...
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...1.0 Introduction This case study analysis focuses on misplacement of cultural imperatives bymounting unethical advertisement campaign by two Indian package mass consumptioncompanies - Hindustan Lever Ltd and CavinKare Ltd. The development of revolutionary skinlightening technology brand; Fair & lovely by Hindustan Lever Ltd opened up a new chapter onapplication of unethical promotional strategy to generate large volume of sale and maintainmarket leadership position in India skin care industry. Hindustan Lever Ltd (HLL) holds 90%market share of the skin care industry but when CavinKare Ltd (CKL) lunched its Faireverproduct within two years CavinKare Ltd was able to gain 15% of the market.Hindustan Lever Ltd exploited the cultural preference of light skin complexion todark skin color in India and lunched an unethical promotional campaign that portrayed light skinsuperiority and gender inequality. The advertisement campaign created a strategic weakness forHLL which CavinKare Ltd capitalized on to lunch a counter attack by developing anadvertisement that is culturally more appealing to a wider segment of the Indian society. Catora,Gilly & Graham (2011) pointed out that “many countries, the international marketer faces the dilemma of responding to sundry situations where local law does not exist, where local practicesappear to condone a certain behavior, or where a company willing to do what is necessary isfavored over a company that refuses to engage in certain practice”...
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...historically introduced to American society as the slaves of Caucasians “forced them to view themselves negatively while viewing their white counterparts positively” (Smith, 2004, p. 1). This dynamic created an inherent and conflicted valuation of whiteness and caused divisiveness between African-Americans based on skin color variations. The cause of intraracial discrimination between African-Americans may be due to the fact that lighter-skinned African-Americans have historically received preferential treatment over darker-skinned African Americans (Washington, 2000; Goldsmith, Hamilton, and Darity, 2007; Darity and Mason, 1998). A study of wage earnings between Caucasian workers and African-American workers of varying skin shade indicated that, while light-skinned African-American workers earned about 7% less than Caucasian workers, medium- and dark-skinned African American workers earned about 17% less than Caucasian workers (Goldsmith et al., 2007). This sharp discrepancy between the wages of light-skinned and medium- and dark-skinned African-Americans...
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...lady favoring the latter. The cauliflower ad follows from a series of messages around poor eyesight leading to poor performance and poor relationships which is an insight resulting from vision 2020 report of the World Health Organization. We have been tracking the social messages of FB and Twitter netizens. We are happy that, in general, most netizens appreciate the creativity, and they understand that the message has no intent of racism. We are also most thankful to those who help to objectively explain or elaborate the context of the advertisement.” Executive Optical stated. This case study intends to examine the advertisement of Executive Optical (EO) that features a dark-skinned man wearing a pair of eyeglasses, smiling as he embraces a young beautiful lady, while a light-skinned man, not wearing eyeglasses, looked surprised with a statement “Don’t be a loser. Have your eyes checked.” That is if it, indeed, hilarious and insulted some Filipino people, as complained by concerned netizens. The study is conducted among third year students of Far Eastern University, enrolled in the program, Bachelor of Fine Arts major in Advertising Arts. The purpose of this case study is to identify the effects for the EO's advertisement entitled "The Cauliflower" and to measure the effects on the participant’s impression. Why this advertisement does started a rage for some Filipino netizens? The study conducted 55 netizens around Facebook. The ad challenges the perception of...
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...brand gained an impressive 15 percent market share. HLL’s share of market for the Fair & Lovely line generates about $60 million annually. The product sells for about 23 rupees ($0.29) for a 25-gram tube of cream. The rapid growth of CavinKare’s Fairever (www.cavinkare .com) brand prompted HLL to increase its advertising effort and to launch a series of ads depicting a “fairer girl gets the boy theme.” One advertisement featured a financially strapped father lamenting his fate, saying, “If only I had a son,” while his dark-skinned daughter looks on, helpless and demoralized because she can’t bear the financial responsibility of her family. Fast-forward and plain Jane has been transformed into a gorgeous light-skinned woman through the use of a “fairness cream,” Fair & Lovely. Now clad in a miniskirt, the woman is a successful flight attendant and can take her father to dine at a five-star hotel. She’s happy and so is her father. In another ad, two attractive young women are sitting in a bedroom; one has a boyfriend and, consequently, is happy. The darkerskinned woman, lacking a boyfriend, is not happy. Her friend’s advice—Use a bar of soap to wash away the dark...
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...St. Paul University Quezon City Aurora Blvd. Corner Gilmore Avenue A Research Study on how does skin color affects child’s perception towards a person Submitted to: Ms. Amy Corado Submitted by: Bilano, Clareze Bonina, Mary Isabelle Bustamante,Clarenz CHAPTER I Introduction Most people assume that they see the same thing as other people, taking into account corrections for refractive errors with eyeglasses. However, there is now substantial evidence to suggest that this is not the case. Namely, we do not see exactly what others see. Racism is the belief that characteristics and abilities can be attributed to people simply on the basis of their race and that some racial groups are superior to others. Even though race and color clearly overlap, they are not synonymous. Thus, color discrimination can occur between persons of different races or ethnicities, or between persons of the same race or ethnicity. Racism and discrimination have been used as powerful weapons encouraging fear or hatred of others in times of conflict and war, and even during economic downturns. Racism is also a very touchy subject for some people, as issues concerning free speech and Article 19 of the Universal Declaration of Human Rights come into play. It may be a factor contributing to poor health and health care disparities in minority children through multiple mechanisms, including effects on psychological and physical well-being. Little is known about the experiences of racism that...
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...Americans are moving toward Martin Luther King Jr.’s dream of racial equality, yet a gap between races remains. This racial segregation is prevalent in the media, particularly in advertisements, magazines, and television. Today’s media have been more inclusive of different ethnic minorities, as the numerical representation of, for example, African Americans has increased. The media, however, have been condemned for exhibiting and perpetuating the racism still existent in our culture. This critique is due mainly in part to the media’s contribution to the social construction of minority stereotypes. Through the media, stereotypes generally distort the images of minority groups, thereby revealing white Americans’ attitudes toward minorities, particularly African Americans. The most dominant attitude promulgated by the media is one that emphasizes low status roles of African Americans. Although more minorities are being represented in contemporary media, the progression of race relations is often diminished by racist overtones that insinuate inferiority of African Americans. Subordination of African Americans through media stereotypes reflects an asymmetrical stance on race relations. An asymmetric race relation is founded in the notions of white domination and black inferiority, with whites on the higher end of the seesaw. While most degrading stereotypical portrayals of African Americans as slaves, porters, coons, and bucks, have faded, depictions of African Americans still remain...
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...products 6. Market Analysis Summary 7 7-8 7 6.1 SWOT Analysis 6 . 2 S e g m e n t a t i o n a n d Ta r g e t i n g 6.3 Market trends 7. 10 10 10 10 8-9 Strategy and implementation summary 7.1 Competitive edge 7.2 Marketing Strategy 7 . 2 . 1 Pr i c i n g 7 . 2 . 2 Pr o m o t i o n 7.3 Sales Strategy 7.4 Sales Forecast 11 11 10 10 8. Management Summary 11 11 8 . 1 Pe r s o n n e l P l a n 9. Financial Plan 12-15 9.1 Important assumptions 9.2 Break Even Analysis 12 12 9 . 3 Pr o j e c t e d Pr o f i t a n d L o s s 9 . 4 Pr o j e c t e d C a s h F l o w 15 13 2 1. Executive Summary In our days make-up products are a necessity for many women. We all want to look our very best, and make-up products such as foundations allow us to accomplish that even in those days when, for various reasons, we are not at our 100%. As China is a country of a growing economy, more and more foreign people immigrant to China every year, e.g. for the purpose of studying and working. By that, their are also more people with african or south american background to China. Right now, the Chinese cosmetic market barely offers any affordable foundation for dark-skinned people or just people, who don‘t want to follow the Chinese trend to wear too light-colored make-up. These people whose skin is to dark for the products that can be found in our average store are forced to turn to online shops of uncertain quality, or specialized stores with sky-high prices. But even for white-skinned people it is hard...
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...INTRODUCTION This study is conducted to determine the physical image of women portrayed by Filipino beauty commercials. A feministic view of these commercials is applied in trying to show the ideal image they present which influences the decisions and perceptions of women. Specifically, the researchers are defining how it has shaped the outlook of women towards beauty with regards to the physical aspects. The methods used to achieve results were documentary analysis and interviews. Through interviews, the researchers were able to generate information based on perceptions of selected individuals with expertise on feminism and visual communication. The documentary analysis deals with the examination of sample commercials which are part of the research scope. CHAPTER I THE RESEARCH AND ITS BACKGROUND This chapter contains the background of the study with a short introduction of the whole research and the reasons why the researchers chose the topic. It also contains the specific problems of the study as well as the theoretical and conceptual frameworks which were the foundation of the research. The limitations and scope are also provided in this chapter. It also contains the significance of the study to different people affected by the research and the definition of terms as to how they were used in the study. BACKGROUND OF THE STUDY As people tend to watch television, we also tend to encounter the commercials that come along with watching. According to a study conducted...
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...SIT Graduate Institute/SIT Study Abroad DigitalCollections@SIT Independent Study Project (ISP) Collection SIT Study Abroad 10-1-2011 Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman Rebecca Gelles SIT Graduate Institute - Study Abroad, gellesr@carleton.edu Follow this and additional works at: http://digitalcollections.sit.edu/isp_collection Part of the Other Film and Media Studies Commons, Other Languages, Societies, and Cultures Commons, Social Influence and Political Communication Commons, and the Sociology of Culture Commons Recommended Citation Gelles, Rebecca, "Fair and Lovely: Standards of Beauty, Globalization, and the Modern Indian Woman" (2011). Independent Study Project (ISP) Collection. Paper 1145. http://digitalcollections.sit.edu/isp_collection/1145 This Unpublished Paper is brought to you for free and open access by the SIT Study Abroad at DigitalCollections@SIT. It has been accepted for inclusion in Independent Study Project (ISP) Collection by an authorized administrator of DigitalCollections@SIT. For more information, please contact digitalcollections@sit.edu. FAIR AND LOVELY: STANDARDS OF BEAUTY, GLOBALIZATION, AND THE MODERN INDIAN WOMAN Rebecca Gelles Academic Director: Tara Dhakal ISP Advisor: Pramada Menon, independent lecturer School for International Training India Sustainable Development and Social Change Program Fall 2011 Gelles 1 Table of Contents Acknowledgements………………………………………………………………………………..2 Abstract……………………………………………………………………………………………2...
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...beautiful people. The list typically includes movie and television stars, musicians, British royalty, models, and television personalities. Every year the magazine crowns the year’s “most beautiful” and features them on the cover. Of the 22 most beautiful 19 have been women and out of the 19 women 16 have been White. This signals to People’s readers that beautiful means White and everything else does not equate beauty. However, this is not unique to People or even magazines like it, but instead represents a larger trend that is present in all forms of Western popular culture. In the various mediums of popular culture, ideologies about female beauty are exceedingly prevalent and constantly managed and reproduced. These ideologies carry with them the notion that in order to obtain ideal female beauty one must be very thin, young, have long hair, and wear expensive or revealing clothing (Stern, 2004). In addition to this there is also a raced definition of beauty, which predominates Western popular culture and dictates that White women with light hair and eye color can only attain true beauty. By looking closely at fashion magazines, television shows, movies and advertisements it is easy to see how Asian, Black and Latina women are underrepresented and misrepresented; and more importantly beauty is not typically associated with these and other nonwhite races. The power and importance of popular culture in today’s society has further supported beauty ideologies that are racialized. Feminist...
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...African American's Journey Essay Below is a free essay on "African American's Journey" from Anti Essays, your source for free research papers, essays, and term paper examples. “African American’s Journey to Freedom” Charity Johnson HIS204: American History since 1865 Instructor: Leslie Ruff February 11, 2013 “African American’s Journey to Freedom” To some African Americans it may seem ironic that The United States of America is known as “the land of the free” considering that majority of their ancestors entered the US as slaves. African Americans were brought to North America via the middle passage which originated during the fifteenth century. They were enslaved for approximately 400 hundred years until the end of the Civil War in 1865. Although African Americans were enslaved in America, they were determine to survive and one day be freed in this great country. During The African American’s journey to freedom several significant events took place which was inclusive of but not limited to: The Civil Rights Movement of 1865-1877, Separate but Equal Legislation (Plessy vs. Ferguson court case) in 1896, The Harlem Renaissance of 1920, Brown vs. Board of Education in 1954, The March on Washington Movement of 1963, and The Black Power Movement of the late 1960s and 1970. I will discuss the significance of these events in relation to the African American journey to freedom and how they have help shape American society today. THE CIVIL RIGHTS MOVEMENT OF 1865-1877 Frequently when...
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...business when his mother died. He recounts the story of a fellow chimney sweeper, Tom Dacre, who cried when his hair was shaved to prevent vermin and soot from infesting it. The speaker comforts Tom, who falls asleep and has a dream or vision of several chimney sweepers all locked in black coffins. An angel arrives with a special key that opens the locks on the coffins and sets the children free. The newly freed children run through a green field and wash themselves in a river, coming out clean and white in the bright sun. The angel tells Tom that if he is a good boy, he will have this paradise for his own. When Tom awakens, he and the speaker gather their tools and head out to work, somewhat comforted that their lives will one day improve. Analysis “The Chimney Sweeper” comprises six quatrains, each following the AABB rhyme scheme, with two rhyming couplets per quatrain. The first stanza introduces the speaker, a young boy who has been forced by circumstances into the hazardous occupation of chimney sweeper. The second stanza introduces Tom Dacre, a fellow chimney sweep who acts as a foil to the speaker. Tom is upset about his lot in life, so the speaker comforts him until he falls asleep. The next three stanzas recount Tom Dacre's somewhat apocalyptic dream of the chimney sweepers’ “heaven.” However, the final stanza finds Tom waking up the following morning, with him and the speaker still trapped in their dangerous line of work. There is a hint of criticism here in Tom Dacre's...
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...CONSUMER BEHAVIOUR Application Exercise - II Developing communication for a new brand in skin cream category Submitted to - Prof. S Ramesh Kumar Group 17 Gunjan Kumar Prashant Gutch Kartik Yeleswaram Prashant Singh 1111344 1111345 1111348 1111362 Table of Contents 1. Category and Brand Information ........................................................................................... 2 1.1 Category summary ........................................................................................................................ 2 1.2 Key Brands summary..................................................................................................................... 3 2. Category Analysis & Linkages to concepts ............................................................................. 4 3. Issues Identification ............................................................................................................... 6 4. Selection of Articles ............................................................................................................... 8 5. Addressing the issues using article ...................................................................................... 12 6. Recommendations for new brand communication ............................................................. 16 7. Process Employed ............................................................................................................... 17 8. References ..........
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