The role of advertising in Indian women¿s desire to be fair - Görke, Christina
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This study deals with the situation in India, in particular, with the situation of young Indian women. Ever since advertisers and multinational companies discovered India s remarkable aspiration for light complexions, more and more fairness products and most importantly, advertisements for fairness products, have been established on the Indian market. The desire for fair skin in India is a culturally embedded issue but advertising might have reinforced it.

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This study deals with the situation in India, in particular, with the situation of young Indian women. Ever since advertisers and multinational companies discovered India s remarkable aspiration for light complexions, more and more fairness products and most importantly, advertisements for fairness products, have been established on the Indian market. The desire for fair skin in India is a culturally embedded issue but advertising might have reinforced it.