Manipulation of Pakistani Women through Skin-whitening Advertising Discourse

Ahmed, Zahid Shahab; Zhang, Jian; Ahmed, Khalid; Farrukh, Muhammad; Irshad, Muhammad Nauman

doi:10.1145/3312662.3312705

Cited by 5 publications

(5 citation statements)

References 13 publications

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“…In previous research, social wrong is as follows: 1) attractive women are more successful in work and personal life (Kaur et al, 2013); 2) materialism, in which women with white skin can marry rich men and enjoy luxurious life (Ahmed et al, 2019); 3) women without a wrinkle on the face is more attractive in the eye of men (Abdelaal & Sase, 2014). The advertisement of Japanese beauty products also discusses the issue of self-esteem in women, in which it is also shown in other ads addressed in previous research.…”

Section: ) 化粧で隠さないと生きていけないmentioning

confidence: 99%

“…Research related to beauty product advertisement was conducted by Shabudin (2012); Kaur, Arumugam, & Yunus (2013); Abdelaal & Sase (2014); Bai (2018); Ahmed, Zhang, Ahmed, Farrukh, & Irshad (2019); Xu & Tan (2020) Shabudin (2012 discussed the and ideology of beauty product advertisement in the Japanese language and concluded that 24 ads have ideology of Western beauty (Occidental) However, these advertisements are intended for Japanese women. Furthermore, Kaur et al (2013) Abdelaal & Sase (2014) analyzed effort by advertisement creator for manipulating consumers in beauty product advertisements as printed in magazine published in Malaysia.…”

Section: Introductionmentioning

confidence: 99%

“…(2018) explained the characteristics of the language used in an advertisement by considering vocabularies, grammar, syntactic level, pragmatics, and other aspects which contribute to influential beauty products. Ahmed et al (2019) discussed manipulation by the advertisers to Pakistani women through the advertisement of skin whitening product. Analysis shows the result that advertiser seeks to persuade prospective consumers that a woman should have white skin to be accepted in the society.…”

Section: Introductionmentioning

confidence: 99%

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A Critical Discourse Analysis of The Advertisement of Japanese Beauty Products

Lestari

2020

IZUMI

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This research analyzes the advertisement of Japanese beauty products through perspective of the critical discourse analysis as stated by Fairclough (1995). The discussed issues are linguistic features used in the advertisement of Japanese beauty products and the strategies used by advertisers to manipulate consumers who are women. Through three dimensions of the critical discourse analysis, it is known that the choices of vocabularies, grammar, modality, and rhetoric serve to bring psychological effect to consumers. Besides, the strategies used by advertisers to manipulate consumers for purchasing or using the offered products are puffery (exaggerating the quality of product), social proof (showing that their products are popular), liking (posting the positive reviews by celebrities for the related products), scarcity (limiting the quantity of product), emotional appeals (playing with the emotion of consumers), and scientific evidence (showing the scientific evidence). Analysis shows the result that advertisement is made based on the beauty myth in society. Besides, advertisement plays a role in creating and propagating the beauty myth in society.

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Section: ) 化粧で隠さないと生きていけないmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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A Critical Discourse Analysis of The Advertisement of Japanese Beauty Products

Lestari

2020

IZUMI

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“…In the culture of Pakistan, social pressure, advertising, and inferiority complex are playing a major role in developing the obsession with white skin. 24 Products are advertised and promoted in a certain way that people are influenced to buy it for the sake of surviving in society. Here is a perfect example of Karishma Leckraz, who was forced to use whitening products when she was just 13 because she was told that black color is a sign of shame and if she wants to look pretty, she has to use whitening cream.…”

Section: Celebrity Endorsement and Racismmentioning

confidence: 99%

“…In all this, advertisements by celebrities play a vital role by targeting an individual's psychology and cultural values. In the culture of Pakistan, social pressure, advertising, and inferiority complex are playing a major role in developing the obsession with white skin 24 …”

Section: Literature Reviewmentioning

confidence: 99%

Celebrity endorsements, whitening products, and consumer purchase intentions: A review of literature

Khan

Sabir

Majid

et al. 2022

J of Cosmetic Dermatology

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Purpose The purpose of this study was to examine how much celebrity endorsement stimulates skin color racism in the cosmetics industry. Design/Methodology/Approach The data were collected from Google Scholar and Web of Science published articles, and researchers had chosen 45 research articles. Some of the research articles used a quantitative research approach while others had used qualitative research approach. And for the current study, content analysis has been used. Findings The study finds that celebrity endorsement does influence and promote racism, implying that when celebrities promote fairness products, people perceive themselves inferior due to darker skin tone that gives birth to the notion of racism. Brand Image intervenes in the relationship between Celebrity Endorsement and Racism, and also, intervenes in the relationship between Celebrity Endorsement and Purchase Intention. Limitations This study is only limited to Google Scholar and Web of Science directory. Only forty‐five articles were taken from 2001 to 2021 year. Real examples were taken from all over the world, but especially from the Less Developed countries like Pakistan and India due to the huge population, rising income, and surging cosmetics industry. Hence, the findings of this study cannot be generalized to the Technologically Advanced Countries. Implications It is obvious that firms design advertisement campaigns that can get consumers’ attention. For this purpose, they engage celebrities to evoke more interest and awareness as well as perception. The study will help the management of different brands to understand that how they can improve their advertisements in a way that does not promote racism. And the celebrities, signing contracts with brands that promote racism, will keep in mind the negative influence these endorsements have on society while companies will make sure that they are also not promoting racism by making such promotional campaigns.

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Hockey sticks, purple smoke bombs, and empathy: female character representation in Pakistani comics

Aayeshah

2021

Journal of Graphic Novels and Comics

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Manipulation of Pakistani Women through Skin-whitening Advertising Discourse

Cited by 5 publications

References 13 publications

A Critical Discourse Analysis of The Advertisement of Japanese Beauty Products

A Critical Discourse Analysis of The Advertisement of Japanese Beauty Products

Celebrity endorsements, whitening products, and consumer purchase intentions: A review of literature

Hockey sticks, purple smoke bombs, and empathy: female character representation in Pakistani comics

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