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[轉載]印度的美白廣告引起種族主義爭議
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plasticsuper
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註冊時間: 2005-08-04
文章: 622
來自: 台北

發表 發表於: 星期四 九月 10, 2009 11:39 am
發表 文章主題: [轉載]印度的美白廣告引起種族主義爭議
引言回覆

轉載自 CNN 2009 Sep 9

引言回覆:

NEW DELHI, India (CNN) -- Cosmetic advertisements in Asia are targeting men with blunt campaigns aimed at skin color that one lawmaker labels racist.

In one TV commercial, two men, one with dark skin, the other with light skin; stand on a balcony overlooking a neighborhood. The dark skin guy turns to his friend and says in Hindi, "I am unlucky because of my face." His light skin friend replies, "Not because of your face, because of the color of your face."

Suddenly the light skin guy throws his friend a cream. It's a whitening cream.

It is one of several television commercials aimed at men in Pakistan and India. In the end the darker skin actor is shown several shades lighter and he gets the girl he was after. Most of the ads end up that way.

The commercials are sending a not so subtle message to men in Asia. Get whiter skin and you'll get the girl and the job of your dreams or at the very least you'll be noticed.

"We always have a complex towards a white skin, towards foreign skin or foreign hair." Jawed Habib says. Video Watch how skin whitening ads send a harsh message ?

Habib should know, he owns a chain of 140 salons located in India and across the world. "We Indian people, we Asian people are more darker so we want to look more fair."

Skin whiteners were once targeted only to women. Now the products are a hot commodity for men.

Many of the brands being advertised for men are well known around the world including Nivea and Garnier.

A marketing study found sales for skin whitening creams have jumped more than 100 percent in rural India and sales for male grooming products are increasing 20 percent annually.

Hindustan Unilever, one of the largest consumer products companies in India, noted in recent annual reports that "skin lightening continues to be a major area of emphasis" for its skin care division.

And Emami Ltd., the company which produces "Fair and Handsome," sent CNN an email saying: "Fair and Handsome is a market leader with almost 70 percent market share in India and doing extremely well in Gulf countries and the Middle East as well."

But in a country where most people have brown skin, the message being sent to men and women has some people outraged.

"Basically if you need a job you have to have white skin. If you want a good partner, a companion you need white skin and you always seem to get it once you've used the fairness cream. Basically I think it's completely racist and highly objectionable," says Brinda Karat.

....






妮維雅美白產品的廣告描準印度男人,廣告中的黑皮膚男性擦了美白產品後就交到女朋友了。這則廣告被律師解讀為含有種族歧視的味道。

其實整個亞洲都有類似的看法:白比黑好。這究竟是因為近百年來西方文明徹底打敗了亞洲文明,使亞洲人對白皮膚產生崇拜心態還是亞洲人天生的審美觀就是如此?原因可能很複雜,不過自古中國文化中本來就偏好白皮膚,應該不是近代審美觀改變,例如詩經中對美女的描述是:手如柔荑,膚如凝脂,領如蝤蠐,齒如瓠犀,螓首娥眉。這個膚如凝脂就反應出當時對美女的看法就是要有白晰的皮膚。此外古人把一般老百姓稱作「黔首」,「黔」者黑也,一般百姓在太陽底下曬的臉黑黑的所以叫黔首,用現代的講法就是黑面,黑面的人大都是下層的農民或工人,因此可以想見古人對「黑面」也就不那麼喜歡。

ps:黔首另一種說法是帶著黑色頭巾

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