Friday, July 15, 2011

The Evolution of the Foolish Woman


In the beginning, there was peace, light and contentment. And then...there came, Fairness Creams!

A lot of us love to push the button and skip the ads. Older women might take refuge in this big chunk of time between programmes to heed to the call of their duties. Yet, more often than not, a lot of us often turn 'passive' watchers of the numerous ads - that is, we ARE present and receptive to it but the mind is not actively processing and questioning the information that it is receiving...many a time, not even consciously aware that of what really it is receiving.  Of course, a lot of us might have had this experience at many occasions - be it in the classroom or while listening to long advice from elders/spouse etc. In fact, I might not be far from truth if I claim that we do sleep walk passively through a major part of life. 

And passive viewing is quite dangerous. Over a period of time, it will communicate a lot of subtle messages that you might not even be aware of! It not just familiarizes a product to you but also sows the seeds of a lot of distorted ideologies. In a series of posts, I seek to explore how the winner of the biggest share in India's cosmetic products - Fairness creams have both reflected and refined the psyche of the Indian consumer. 

For now, I am linking here the oldest Fair & Lovely commercial I could find. What a contrast to the ads of today. Do not forget to check out the male model! :) This is from the 80's.



10 comments:

Anonymous said...

Another post! So soon - gr8.

...we do sleep walk passively through a major part of life.
:) Interesting thought.

-V

Indumathy Sukanya said...

lol...like rakesh sir would put it...create the concept of fair pimple less skin=boyfriend..now you've made the women insecure...you've won!

please write more! :)

Sindu said...

@V : I am becoming an insomniac these days and I guess it shows in the blog. Thanks for reading, V. :)

Sindu said...

I wonder whether it wouldn't have been that way anyways even without the ads! Not talking of love here; attraction perhaps? Lets explore that together. Keep visiting Indu. Thanks! :)

Abhishek said...

technically , you can call it " paying attention while not paying attention " .

We do spend a lotta time turnin a blind eye to things , but almost all of us concentrate when its called for .

As for refining the advertisements , that might be a mere procedure of changin the model every now and then and make sure they add a lot of scientific mumbo jumbo ( herbal extracts , new and improved formulae =P ) to it , to make it sound more credible .

Sindu said...

Very true Abhishek. Make sure you don't fall trap since you are the new target audience of Men's Fair & Handsome products ;)

Abhishek said...

Half of the guys here dont really care about complexion or skill ( I think the guys here at chennai have the " the more rugged , the more manly " attitude =P ) .

And yeah , i think we all know that those adds have more lies than truth in them =)

mr.weirdo!! said...

passive watching is a topic in itself. sun pictures was ridding on it for a long time. wat power these daily dosage of poision has. first you ll hate it, next you ll tolerate and before you know you ll become its victim. you can change a country's mindset using it. ding on it for a long time. wat power these daily dosage of poision has. first you ll hate it, next you ll tolerate and before you know you ll become its victim. you can change a country's mindset using it.

Sindu said...

@Mr.Weirdo: Why Sun pictures? Didn't get you there.

mr.weirdo!! said...

they played teaser of their new movie every few mins in any one of their channel - at the end of the day any1 who would have turned on tv would have watched the ad at least 1s. and for the weaker ones they will be intrigued by the pull it draws - full utilisation of passive watching