Ponds White Beauty Advertisement

Semiotic Analysis of Advertisement Dona Rahayu Sugiharti Universitas Airlangga Abstract This study focuses on the semiotic analysis of advertisement video.

Ponds white beauty advertisement. The advertisement for Ponds White Beauty skin lightening cream is but a drop in the bucket of a mass marketing campaign orchestrated by western companies pervasively spreading their ideal of a white hegemonic. The supposition of white superiority is not a myth and the Ponds White Beauty advertisement a product sold in Indian for skin bleaching substantiates this. Who is Ponds White Beauty - Pakoda AD Girl Model Cast Name 2020 Reviewed by TVADGirl team on July 11 2020 Rating.

It visibly promotes the idea of whiteness as hegemonic a discriminatory idea already present within Indian social circles. Hey guysIm so glad to share my TV adfilms with you hereGrateful for your love support and blessings. All other creams make our skin shine and glow but this cream is special.

PONDS White Beauty Ad and the Fair Skin Fixation. This idea of white beauty creates problems within India itself and globally. Summarily the Ponds White Beauty commercial presents a number of concerning underlying assumptions regarding social hierarchies.

Advertisements can play an important role in showcasing social arrangements that may exist in society. The 2008 Ponds campaign for the White Beauty product line was an absolutely racist and sexist ad campaign that left me very disturbed after watching. The Ponds advertisement for their White Beauty makes it clear that the lack of whiteness is a feature that needs to be corrected.

The glow a woman receives from this cream enhances her skin tone to a fairer whiter tone. For example the white skin toned woman is in a relationship with a famous man and is being portrayed as beautiful whereas the woman of colour did not win the man and begins using the radiant pinkish white glow cream that is being advertised to make her beautiful. The Ponds White Beauty ad uses white privilege to oppress women of colour.

The advertisement made by the cosmetic company Ponds White Beauty entitled Ponds White Beauty India Episode 1 depicts the story of a colored womans quest to win a white mans affection who is most likely. To give you some background on this advertisement it begins with a beautiful Indian woman with very delicate features parting ways with a white man who has very masculine features in what appears to be an airport. Ponds white beauty is advertised as giving you a radiant pinkish white glow pale white or pinkish white The famous Bollywood actors featured in the ad cause controversy as by taking part in this advertisement campaign they are encouraging their fans to associate lighter skin tones with power and happiness.