The race of inequalities interact and intersect

Ph.D.
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Sociology
Pages 4 (1004 words)
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According to recent studies, gender and racial biases are increasingly becoming common in advertisements. Advertisements are considered as an…

Introduction

In other ads promoting beauty products, men are shown as returning home to find their wives fresh with fragrance from using the products, and they show their appreciation by attempting to establish physical intimacy, which means women are just objects to satisfy the sexual appetites of their husbands. Many scholars claim that men derive pleasure by gazing at women. Most men believe that women enhance their beauty so that they can attract men, and so they look at women to judge them according to their physical beauty (O’Barr, 2011).
In this Fair and Lovely beauty cream advertisement (Fair and Lovely, 2010), the female model is shown as having dark skin and wearing an Indian attire. The father is shown disappointed with her and craves for a son. The feeling of dejection and low confidence is clearly depicted in her expression which changes instantly after she used the cream that enhances her beauty by making her skin white and removing the marks from her forehead. She soon gets a job as air hostess and is shown as a confident lady in Western clothes. It is as though independent and confident women are not an acceptable idea in the society and so feelings of insecurities are slipped into their psyche. For instance, the woman in this ad feels that having a fair skin is key to her success and winning respect from her father. In another advertisement about Ponds white cream (Ponds white beauty, 2012), it shows how a girl in a train who has whitened her skin by using Ponds has attracted the attention of a man traveling in another train.
In Indian advertisements, women are often shown with white male partners. In the Raymond suiting and shirting advertisement (Raymond ad son in law, 2012), the female model is seen happily engaged to a white man. Such inter-racial union is a common theme in many advertisements even in the Western countries like America. The general assumption that can be made here that ...
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In other ads promoting beauty products, men are shown as returning home to find their wives fresh with fragrance from using the products, and they show their appreciation by attempting to establish physical intimacy, which means women are just objects to satisfy the sexual appetites of their husbands. Many scholars claim that men derive pleasure by gazing at women. Most men believe that women…