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Thursday, July 06, 2006

Fair and... not so lovely

NOTHING annoys me more than the unbelievably annoying, sexist, shallow, and stereotypical commercials of "natural fairness cream" Fair&Lovely. No. It doesn't annoy me, it downright pisses me off.

A typical Fair&Lovely commercial scenario starts with a little dark skinned Arab girl dreaming of being a television star (add singing into combs and dressing up in mommy's heels). Fast forward a few years, the girl is in her early 20's and isn't getting anywhere in regards to her dreams, and so mommy decides to whip up the magical bottle of Fair&Lovely that not only supposedly makes the girl prettier, but also drastically improves her personality and lands her a fantastic job followed by a wonderful career.

The last scene in the commercial that particularly pissed me off ends with the now-a-big-star-thanks-to-fair-and-lovely-girl giving a little speech on how Fair&Lovely changed her life, "I discovered that my skills, my college degree, and my personality are not enough to obtain the success I wanted in life- I have to be also beautiful. Thanks Fair&Lovely for making me beautiful."


Fair&Lovely, you are evil for enforcing the stereotype that with fairness comes beauty, as I'm sure a lot of the girls watching your stupid commercials actually fall for your claims and start feeling bad about their gorgeous olive-skinned complexions. Just because you want to sell your product.

Fair&Lovely, you are offensive for advertising your product with the stereotype that women have to be beautiful to be successful, rather than putting down the great qualities of wit, knowledge, self-confidence, and various other personality traits that we should encourage rather than dispel.

Advertisements could be such a dangerous weapon when it makes an impact on a young mind. The effect of such bullshit advertising on the mind of a young girl trying hard to make a career for herself while all the while being constantly bombarded by ads on TV showing that personal skills and wits are just a secondary add on to looks.

It is not that I am against whitening creams, although as someone who spends hours tanning, I do not understand the fixation with fairness. I mean, whatever makes a person happy and comfortable is good, whether it is bleached hair, tan-in-a-bottle (my guilty pleasure), or a nose job. But I am very much against stupid advertising that works on girls' self-esteem to sell a product.

Bleh! So you think MBC would give a bull's crap if we send letters and emails asking them to not show the stupid ads?

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