Racial Discrimination in Western Beauty Product Advertisements

Abstract

This research analyzes the issue of racial discrimination towards black people that occurs in the advertisement. Discrimination occurs in western beauty product advertisements like skincare, bodycare, and haircare. This research aims to reveal and explain how racial discrimination exists in western beauty product advertisements. The researchers use qualitative descriptive and audio-visual methods to conduct this research. The data in this research derive from some western beauty product advertisements. The research aims to give a perception of racial discrimination through the analysis by linking some advertisements with racial discrimination theory and semiotics theory. Based on the discussion, the researchers conclude that racial discrimination in advertisements, especially beauty product advertisements that should have gone for many years, is still present six years later in a subtle way. The advertisers utilize racial stereotypes to promote their products. Many people still think Whites are better than Blacks. This promotes degrading behavior like black-and-white stereotypes and advertisements that promote white supremacy to grab viewers' attention.