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Fair and handsome.docx - Linh Nguyen 9DGa[Type text This...

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Linh Nguyen 9DGa [Type text] This commercial promotes “Fair and Handsome”, a skin whitening cream from India. It is geared towards Indian men of all income groups, most of whom have darker skin than what is considered desirable in India. In the beginning of the commercial, there is a young man who used the “Fair and Lovely”, a women’s skin cream. He is then criticised by a well-known actor for being so girly. The actor then introduced to him the “Fair and Handsome” cream for men. This cream works well for the young man and his skin becomes fairer. The colour saturation changes throughout the commercial, from being muted to colourful towards the end. The “main character” in the commercial is a young Indian man, who goes from being girly to stylish. He has a problem, which an actor helps him solve: being too girly. This strengthens the perception that it is bad for men to be girly. In the beginning, when the young man was using the women’s cream, he was criticised by the actor for being girly. The actor then goes on to tell him how he might as well
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