Abstract

Key Concepts in Advertising articles provide short lectures on an important concept to help understand advertising's place in society, culture, history, and the economy. This article focuses on the concept of colorism—also referred to as shadeism or pigmentocracy—which is the discriminatory practice of groups and individuals applying a preferential valuation to lighter skin, whereas darker skin is condemned as inferior. The result is a system of privileges and inequities based on variances in skin color. This phenomenon occurs worldwide and is informed by numerous factors, with the primary focus of this series being cultural imperialism, media and advertising, patriarchy, beauty standards, and cosmetic industries. Skin lightening and bleaching products are marketed to non-Whites across the world, including Asia, South America, Africa, and the United States. Advertisements for skin lightening products often emphasize the notion that social acceptance and benefits can be achieved by becoming whiter, while simultaneously leveraging the social shames of being dark. The advertisements explored in this article offer a unique insight into popular attitudes by demonstrating how the intersections of skin color, gender, and socioeconomic status function interdependently.

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