Does Dark Complexion Matter? A Comparative Analysis of Selected Online Advertisements From Watsons and Guardian in 2017

Abstract

Purpose of the study:This study attempt to analyse the frame of online advertisements from Watsons and Guardian. Both companies utilized the similar storyline in advertising its products during the Hari Raya period, however, advertisement from Watsons had given rise to controversy and racial issue has been raised.
 Methodology:This study employed quantitative content analysis and qualitative textual analysis to ensure a more reliable finding in research.
 Main Findings:The finding reveals that advertisement from Watsons often framed women in a negative light by 1) Definingbeauty as being fair skinned, 2) Interpreting women’s quality of relationship correlates with the fairness of their skin, 3) Framing and judging dark skinned women as negative and unable to pursue their dream love life, and 4) providing skin whitening remedies to solve their problems. This contrasts with Guardian’s advertisement which was framed more neutral.
 Applications of this study:This study stressed the significance of business ethics and corporate responsibility.It is not uncommon when an advertiser exaggerates some characteristics of the advertisements in order to attract people’s attention. However, exaggerated advertisements might contain some misleading information which may influence the credibility and truthfulness of the then and future advertisements and hence could further affect the company negatively as consumers had lost confidence in the company.
 Novelty/Originality of this study: Most framing studies focused on types offrames, information/news sources and slants of frame, this study provides an in-depth analysis on the four framing functions suggested by Entman,which is less explored in the field.

The Impact of Colourism in Social Media Advertising on Young Consumers’ Attitude and Behaviour in Malaysia

“…Even in textual form, a slogan or headline of an ad could also illustrate skin tone bias. For example, a Thai skincare firm, Seoul Secret had to remove an advertisement that shows two women, one with fair complexion and the other with blackface, used a controversial slogan, "white makes you win," which led to the reaction (Lim et al, 2019).…”