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Advertisements To Encourage Dissatisfaction

Updated on July 25, 2016

It’s not uncommon to see an advertisement of a fairness cream showing a dark skinned person as ugly and unsuccessful in all aspects of life. Then a messiah comes into their lives, holding a tube of fairness cream, claiming it will be the solution of all their problems. The supposedly troubled person applies the cream, and ho! Like magic, all the complications disappear.

Why are we associating beauty and success with skin color? They aren’t even remotely related, yet somehow, most people get affected by these advertisements. Even though 60% of Indians are dark skinned, not many people stand up against such discriminating ads, not many people believe beauty is beyond color.

Apart from fairness creams, a lot of ads portray women as thin, beautiful and flawless. But in reality, none of this is true. Fair women are made fairer, thin women thinner. And we all know these images are heavily and without shame photoshopped. Yet so many women get affected and start questioning themselves and become dissatisfied with their appearance. They buy more cosmetics and harm their bodies to meet these unrealistic beauty standards, which of course, is impossible. Many advertisers shape this attitude by encouraging women to feel dissatisfied with their appearance. Advertising agencies need to take serious consideration of the impact their “fake” images can have on our society.

And we should remain confident about who we are, and stop comparing ourselves to others in a mindless race to become the prettiest.


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