An exploratory study of advertising's role in young Indian women's desire to be fair-skinned beauties and their consumption of skin-lightening products

Master's Thesis from the year 2006 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, University of Leicester, course: MSc Media and Communication Research, language: English, abstract: Using theories of advertising and body image, the proposed area of study concerns itself with the behaviour of skin-lightening among young women in India. By applying a survey, my study aims to explore young Indian women s attitude towards and reasons for lightening their skin. In particular, this study aims to demonstrate which role advertising plays in young Indian women s consumption of fairness products and their aspiration for being fair-skinned beauties.