Transcending gender: Advertising fairness cream for Indian men
Transcending gender: Advertising fairness cream for Indian men
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超越性别：针对印度男性的公平霜广告
DOI：
10.1080/01296612.2013.11689961
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发表时间：
2013
期刊：
影响因子：
--
通讯作者：
Sudha Venkataswamy
中科院分区：
文献类型：
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作者：
Sudha Venkataswamy
本文探讨了目前的趋势，营销和广告的“公平”霜印度男性观众和质疑市场需求如何颠覆性别规范周围的公平的愿望。公平霜的广告已经超越了性别，因为这两个广告的前提是男性和女性保持不变。阶级等级、殖民地历史和社会偏见的融合是“优越”与“公平”同义并通过广告调解的根深蒂固的概念的核心。本文探讨了文化和殖民历史与当代市场需求的复杂相互作用，使男性公平霜在市场上占有一席之地。
This article examines the current trend of marketing and advertising of ‘fairness’ creams to Indian male audiences and interrogates how market demands subvert gendered norms around the desire for fairness. Advertising for fairness creams has transcended gender since the premise in both advertisements for men as well women remain the same. The convergence of class hierarchy, colonial history and social prejudice are central to the firmly entrenched notion of ‘superiority’ being synonymous with ‘fairness’ and mediated by advertisements. The article explores the complex interactions of cultural and colonial history with contemporary market demands that give male fairness creams their share in the market.