// Back then, TV advertisements for fairness creams were about the dark-skinned girl failing to get the guy, get the job, and get the life of her dreams. The idea was to make you buy into that threatening future of never amounting to anything with the color that coats you, and then make you buy the magic cream that could give your life the right amount of pinkish/whitish glow it needs. If anything has changed in the fairness cream industry since then, it is that today the advertisements are less about making you feel bad about what color you’re born in and more about fair-skinned girls aiming for empowerment and gender equality at the same time being a visual delight to onlookers. As a teenager, I used to think, “When I get married, and when I watch TV with my husband, how humiliating would it be when there pops up an advertisement for fairness creams during a commercial break?” I dreaded that thought, that possibility of being humiliated in front of my husband by an advertisement. If there was one good thing that TV brought into my drawing room during my growing up years, it was the Oprah Winfrey Show. //
Posted on: Tue, 24 Jun 2014 04:54:49 +0000
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