Mass Media Paper

In addition the portrayal of women in advertisement, as advertising is one of the most influential media for females decisions on cosmetics purchases. Advertisements plays to convince women to be skin lightened, and the dark ones aren’t beautiful and have to whiten their skin. By placing white female models for showing their products. However, everyone has his own beauty. media framed the beauty of the women in her lightened skin, moreover, studies proved that due to the media framing in advertisement and portrayal of women to have white skin as to be beautiful, about 40% of women in China, 20% in Taiwan and 18% in Japan uses those skin lightening products daily. According to stella (2012), the manufacturers of skincare and lightening products are spending more than 6.1$ billion on advertising to manipulate women to use it. Furthermore, skin- lightening advertisements always portray the fair skin as being fundamental to feminine beauty. This was supported in for instance, Fair and Lovely advertisements portrayed the female models to have very lightened skin to be beautiful and that any either skin tone doesn’t show the female beauty. In addition, this was supported in also the BB whitening cream by portraying women who uses BB cream and whiten their skin to have higher social status, earning potential and have higher job prospects by showing her white skin and beauty. BB cream ad got white skinned models to portray women as white ones only.

Moreover the media framed women in advertisement to be stereotypical as they are all have to have white skin to be good looking. Media frame ignored other side of reality that women who have darker skin also are beautiful, and that is the revolve of media framing to focus on one side of the issue.