Club Leader Roseann G. has written this essay in response to an Indian commercial airing on television. Feel free to respond with how you feel after watching the commercial :
Although Hall’s readings and lecture try to argue that recognizing these differences early in stage will help for the better long term future, I would consider this ad to be commodity racism. Not only is this bringing up the issue of color between different races it brings up the portrayal of success in the media seen through a woman’s perspective.
Hall argues that ads have been proven successful when the message clearly states the “other”, difference can be a powerful strategy. It’s described as “strangely attractive because it’s taboo,” I think this commercial tried to show this opposition of having “fair” skin as a positive commodity to these woman that don’t have this skin tone but it also tried to encourage woman that they shouldn’t be afraid to want to have a different tone color. This article represents an obsession and a fetish almost because of the woman’s desire to have a chance to be successful with just the application of a cream that drastically changes your color. However I still find this article racism because it is identifying that “white” is considered fair and the only efficient way to be accepted into her line of business. Body and color are the main models of representation and as a woman I feel that we are targeted through these elements to convince us of what’s considered the norm.
Another main element was gender in the commercial. I feel that this was targeting towards woman because we seem to be thought of as more vulnerable and inclined to have these issues with our own self. The best binary oppositions are the most powerful as mentioned in lecture. This ad is racial because it is showing a discomfort in our own skin and applying it to our failures in society because we aren’t “fair” which, according to this ad is considered to be the all power to success.