So basically once again we got manipulated by ubiquitous
commercials. But this time, it’s different!! We don’t want fairness creams (for
females’ private parts).
I got to know about so called fairness cream after I read
that there was a furor in Rajya Sabha (upper house in Indian Parliament) regarding it. According to them, the
concerned commercial was debasing females. Well, the first thing I did after
reading that article was signing in my you tube account( so that I could see
the commercial even if it were X-rated). I had to see it as I wanted to know
what it was that made it more attention-seeking and women debasing than various
gang-rapes, eve-teasing, honour-killing of women, all of which never create
such furor in Rajya Sabha, on print-media, digital media..
I saw it. I saw it once again and read the you-tube users’
comments on that commercial. And I started to figure out what exactly was
wrong.
I was sure that one of the reasons for the uproar was that
the product dealt with female private parts. Another reason was the story-line
of the commercial, which according to me was confusing, like other commercials.
It showed a husband/boyfriend ignoring his plastic doll-like-wife/girlfriend.
The sad female is shown with the product, followed by a not-so-offensive-sketch
of a female applying the product on the darkest area of the body. Meanwhile,
the specifications were told which were mainly about keeping the concerned part
dry, clean and also making the complexion lighter. And so in the end, the husband/boyfriend
was happy. Yeae!!
And so, viewers focused on only one aspect of it and that
was the fairness one, not the hygienic ones. Even the product’s name has got no
word related to fairness. But still they took it as female-private-part-bleaching-cream.
Men thought that the next product might target their private
parts’ skin. And so they felt offended in advance. Also they thought that the
product was typecasting them as racists and narrow-minded.
They won’t say it openly, “ darling, if you don’t have 'it' fair,
you may
use the product there,
at
least you can have it considered
I
might even do it for a longer time, my dear.”,
Ha! But that’s
what many of them may say it loud and clear,
but only in their private minds’ corners……..
Women professed that the concept of the product was
senseless. They don’t have to show 'it' to impress/attract men. And because
showing *it* is not involved in the process, unlike what was shown in the
advertisement, they don’t really require the product.
Now let me ask all these thoughtful critiques that why such
uproar is not created when almost all the advertisements for men deodorant show
skimpily-clad-females going wild after males using the advertised deodorant. That’s
not debasing women? And will they use their moody logic towards such
advertisement? Because going by the advertisement, I should transform into a
sexually hyperactive female running crazily after some random guy using ‘the’
deodorant; also I’ll smell the scent even if I were a mile away. But no, they
won’t use their logic over here.
I’m not judging the product or its usage. If you don’t like or
want it, don’t use it. Why does anyone have to get the product banned? Do we
take care of those body parts only which are to be shown in near future? We all
go to beauty parlor and saloons and use shampoos and soaps and other ‘beauty’ products.
Do we use them to attract the opposite sex? I personally like to keep myself
groomed (at least at basic level) even when I don’t have to step out of my
house.There are already facial fairness creams and fairness ‘body’ lotions for
females.
There are advertisements that show using certain toothpaste (once
again) attracting female mindlessly towards a random guy using the product. Now
do we all use tooth-paste for that? May be some do. And this is where the
manipulation comes in. Read the specifications and advantages of a product. If
you think some of those might help you in some way, then use it.
There is definitely something wrong with the ‘fairness
addiction’ that Asians have. I already spread my views regarding it on an
earlier blog-post(You may like to read Copper Maiden ).
But guys, grow up (pun intended). And women, we all are
lovely and intelligent, but we don’t really have to sniff sense at
everything(pun intended)!
image source: http://free-extras.com/images/black_and_white_daisies-1551.htm





