Watch this news report about the Asian craze for a lighter skin complexion and answer the questions below.
- Why does Uangsuma use a whitening cream?
- Citra, one of the most important makers of whitening creams in Thailand, has recently organized a contest. What did it consist of?
- Why did the company pull the contest?
- According to the reporter, the craze for whitening creams is based on a widespread assumption. Which?
- Did Uangsuma feel annoyed or offended by the contest organized by Citra?
- The reporter says at the end of the video: "Some feel companies and ad firms need to learn a lesson - their messages are received well beyond their target market and can take on a completely different colour." What does he mean? Explain.
The text we read in class mentions a cream called White Beauty. Below you can find one of its ads aimed at the Asian market and a TV commercial which was broadcast on Indian TV in 2008.
- Read the slogan Pond's created to advertise the cream. What words are used to describe fair skin and dark skin? Do they have a positive or a negative connotation?
- What happens on the video? What subliminal advertising are TV viewers being exposed to?
However, skin-whitening techniques are not exclusive to Asian societies. They are also popular in some African countries and well known celebrities such as Beyoncé or Rihanna have been accused of getting their skins whitened.
Wanna learn more about the awesome effects of the media on people's opinions on race? I strongly recommend you watch the following video on the so-called Clark Doll Experiment (1939). It will leave you in shock!
- This videos shows footage of a real experiment conducted on African-American children. What happens on the video? Do you find it surprising?
- In your opinion, what factors do you think cause children to make such decisions?
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