The Role of Advertising in Indian Women’s Desire to Be Fair

The purpose of Christina Görke’s study is to clarify why advertising is associated with attractiveness.Media ads have focused on ideals of beauty.This explains why Indian women have placed so much emphasis on having fair complexion.Consequently, the study aims to clarify how attractiveness and advertising are related.Although India has improved its fairness in advertising, treating women equally to males, according to Görke,However, the promotion of equality for women has raised their status in Indian culture and increased their level of independence compared to before. Traditionally, fairness of skin among the Indian women was related to marriage matters. Since everyone was seeking on improving her beauty for the marriage market. However, a deeper research reveals that it is the beauty that has attracted many women to the advertising industry hence improving their status in the society.

The research is thus important in that it has explained the need of a fair skin among women as it is the fair skin that makes them attractive. This attractiveness is of importance to media advertising in that they are looking into beauty ideals. Görke explains the need of beauty in advertising that is it is important. Though some cultures treat skin lightening differently, the Asian women use it to make them of equal standards to the western women whom to them are ideal and successful. Beauty to women is important; it makes them gain a status in society that’s why the Indian society has concentrated on fairness in advertising given that their women qualify in the advertisement industry.

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