An exploratory study of advertising's role in young Indian women's desire to be fair-skinned beauties and their consumption of skin-lightening products

Master's Thesis , 2006 , 75 Pages , Grade: A

Communications - Public Relations, Advertising, Marketing, Social Media

Using theories of advertising and body image, the proposed area of study concerns itself with the behaviour of skin-lightening among young women in India. By applying a survey, my study aims to explore young Indian women’s attitude towards and reasons for lightening their skin. In particular, this study aims to demonstrate which role advertising plays in young Indian women’s consumption of fairness products and their aspiration for being fair-skinned beauties.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• 1.1 Background- Setting the Scene
• 1.1.1 Introduction
• 1.1.2 India's preference for fair skin
• 1.1.3 Women in India
• 1.1.4 The fairness industry and its advertising in India
• 1.1.4 The dark side of skin-lightening products
• 1.2 Research Purpose
• Chapter 2: Literature Review
• 2.1.1 Introduction
• 2.1.2 Culture's determination of beauty
• 2.1.3 Advertising images- how they reflect cultural beauty standards and affect women
• 2.1.4 Research findings on skin-lightening
• 2.2 Theoretical considerations
• Chapter 3: Methodology
• 3.1. Introduction
• 3.2 The strengths and weaknesses of survey research
• 3.2.1 The strengths
• 3.2.2 The weaknesses
• 3.3 The questionnaire, sampling and procedure
• 3.3.1 The questionnaire
• 3.3.2 Sampling
• 3.3.3 Procedure
• 3.4 Limitations
• 3.5 Encountered Problems
• Chapter 4: Research Findings
• 4.1 Introduction
• 4.2 Findings
• Chapter 5: Discussion & Conclusion
• 5.1 Discussion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation explores the role of advertising in young Indian women's desire to be fair-skinned beauties and their consumption of skin-lightening products. The study aims to uncover the attitudes and motivations behind skin-lightening practices among young Indian women, focusing on the influence of advertising in shaping these desires. Key themes explored in the dissertation include:

• Cultural perceptions of beauty in India
• The impact of advertising on body image and self-esteem
• The role of advertising in shaping consumer behavior, particularly in the context of skin-lightening products
• The prevalence of skin-lightening practices among young Indian women
• The potential negative consequences of skin-lightening products

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1: Introduction

This chapter introduces the research topic and provides background information on the cultural preference for fair skin in India. It discusses the role of advertising in promoting fairness products and highlights the potential negative consequences of skin-lightening practices. The research purpose is outlined, outlining the aim to examine the relationship between advertising and young Indian women's desire for fair skin.

Chapter 2: Literature Review

This chapter explores relevant literature on the influence of culture on beauty standards and the role of advertising in shaping these perceptions. It examines research findings on skin-lightening practices and provides a theoretical framework for understanding the phenomenon.

Chapter 3: Methodology

This chapter describes the research methodology used, including the strengths and weaknesses of survey research. It outlines the design of the questionnaire, sampling methods, and data collection procedures. The chapter also discusses potential limitations and challenges encountered during the research process.

Chapter 4: Research Findings

This chapter presents the results of the survey conducted with young Indian women. It analyzes the data collected and explores the findings related to the study's objectives.

Schlüsselwörter (Keywords)

This research focuses on the role of advertising in shaping young Indian women's desire for fair skin and their consumption of skin-lightening products. Key terms include: body image, advertising, cultural beauty standards, skin-lightening, fairness products, consumer behavior, and India.

• College: University of Leicester
• Course: MSc Media and Communication Research
• Grade: A
• Author: Christina Görke (Author)
• Publication Year: 2006
• Pages: 75
• Catalog Number: V274399
• ISBN (eBook): 9783656662228
• ISBN (Book): 9783656662211
• Language: English
• Tags: indian