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Fair and Lovely Case Study

Fair and Lovely Case Study - Fair and Lovely Case Study...

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Fair and Lovely Case Study Kasra Saidi International Marketing - MKTG-3450 - 002 Due September 15 th
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Fair and Lovely used cultural congruence (120) in there marketing campaign. This strategy “involves marketing products similar to ones already on the market in a manner as congruent as possible with resisting cultural norms, thereby minimizing resistance”. In India the idea that fair skin means a person is of upper class has been around for thousands of years, “Even the gods supposedly lament their dark complexion…more than 3,500 years ago, Charaka, the famous sage, wrote about herbs that ould help make the skin fair.” Fair and lovely aligned its marketing appeal to these values, in several commercials they portrayed darker women as inferior both visually and economically Today technology has taken this idea to another level, an Iphone app lets you compare what your face would look like if it was lighter (1). One T.V. advertisement
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