Who doesn’t wanna look good?
You and I everyone admire good looks, does anyone admire ugly looks? I have not heard anyone say that, frankly!
This topic has been in ma mind for quite some time, maybe cos I feel am adding to it, how? I shall state that later. what is the big deal with good looks? Okay fine I will be more specific, what is the deal of going gaga over FAIRNESS PRODUCTS? Is that the way one gets judgmental? Here talking about the Indian Subcontinent people spend a good amount of money on these products, so as to look fair, to use the actual words, TO LOOK WHITE! But really why?
Over a period of time I have got quite a few insights…
1. As soon as one is born, the so called society judges ones future with the skin color.
2. The peer pressure, by none other than ones family.
3. When one starts to step into the outer world, the world criticizes one, makes fun off.
4. The way these products are marketed viz., if ones is fair, one gets a good guy. If one is fair, success is at doorsteps and so on..the list is never ending
5. Lack of self confidence.
So where exactly is the human nature going with this attitude?
The GREAT FAIRNESS BAZAAR and its products have become synonymous with beauty and desirability.
But what really strikes the chord is, it’s not the present social impact. Even all the gyan in history books or the so called ancient literature, stories, poems etc., all have described beauty in no lesser terms than being fair. And this gyan has been carried way forward into our everyday life, way beyond the importance it has to be given. And what do we get here? The very familiar discrimination, I would gladly term it as racial discrimination, but many would differ on that. So what does it leave us? criticizing the ad world? I would differ out there, fine agreed the ads depict the whole concept of fairness in a wrong way. But is it really the ad worlds fault? Firstly, media only reflects the society, it doesn’t create a society. And secondly, it’s not the advertising crowd that decides on the way the fairness ads talk! The so called people who run the fairness bazaar decide, it’s there money they decide on how they want to spend there money, isn’t it? This is out of personal experience, I have tried arguing, but atlast who wins? THE GUYS WHO RUN THE FAIRNESS BAZAAR!
And now why blame the fairness bazzar? When they are just cashing in on something, which already has the strong base in the society? All the matrimonial ads say a beautiful, FAIR and slim girl (why not a ugly, dark and fat girl? Am i exaggerating it? It was just a question, doesn’t every one have a right to be happy ever after?). It is a very good misconception or conception (I won’t get into the details) that fair skin sells (ask the parents of a fair girl) and that fair skin sells (ask the employers, some of whom have openly agreed to thee very fact that they would prefer fair skin cos, they will be more successful in selling, yup you read it right!). So where does that leave us? when is the society gonna accept the fact that success is not depended on the skin color? When will they realize that, the whole beauty market is just a eye wash? The people with straight hair go curl there hair and vise versa’ Is the whole concept of INNER BEAUTY lost? Does looks alone make or break a person??? Seriously does it? And also when it comes to the so called people in the Western Countries, they spend a fortune to get dark! I which world am i living? Jeeeez!…
I work on Fairness products, and I do know how painful it is work on it sometimes (cos I term the market racist). Man the only person to be blamed out here is the, group of people who are part of the so called society! NOT THE AD GUYS, NOT MNCs BUT JUST THE SOCIETY! And if you ask me why? I have just one answer to that..
COS THE SOCIETY ALLOWS THE AD GUYS AND THE MNCs TO CASH IN ON THE INSECURITIES. And i would defend my profession strongly! We in advertising only provide you with what you ask for, cos that’s when it actually sells.
I know it not easy for the world to change the outlook, but I CHALLENGE the world to at least try! or else i will wait to see an day when moms will ask there beloved daughters to get a breast implant so that they look HOOOOOOOT, now thats what beauty is better known as, *HOT*!
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fOsSiL…the heart has its reasons that reason cannot know!!!
